Author Description

Academics, corporate marketing managers, advertising executives, and market researchers examine the impact of new electronic technology on marketing practices. The volume begins with the scenario of a 1990s world that interacts via computer. Part I examines technology as a link between supplier and customer and the advantages of direct order entry, in-home retailing, laser-disc sales training systems, and electronic data interchange. Part II focuses on Marketing Decision Support Systems (MDSSs), along with case studies of applications. Part III deals with the effects on advertising of satellite-aided transmission, increasing the number of cable subscribers so that advertisers can "narrowcast" rather than "broadcast" their messages to consumers, the use of "infomercials" which present information along with a sales pitch, and the issue of who owns the rights to information. Part IV deals with potential developments. ISBN 0-87584-159-7: $32.50.