By John O’ Connor, Eamonn Galvin, Martin Evans
ISBN-10: 0273684760
ISBN-13: 9780273684763
ISBN-10: 1405871377
ISBN-13: 9781405871372
"At final! a perfectly crafted booklet that blends concept and perform! digital advertising: conception and perform for the twenty first Century describes how all features of the digital revolution have revolutionised marketing." Dr. Linda D. Peters, School of administration, Univeristy of East Anglia
Read or Download Electronic Marketing: Theory & Practice For The 21st Century PDF
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Extra resources for Electronic Marketing: Theory & Practice For The 21st Century
Sample text
The standard frameworks are still relevant but we now have many more tools and ways in which to apply them. We will see for example in Chapter 4 how many new electronic tools can be used to conduct marketing research. However, the basic frameworks for conducting market research, such as defining the research problem and calculating a valid sample size, are still very relevant. So we must not throw away our traditional marketing texts but seek to understand how these new technologies and tools can be applied in today’s marketing environment.
In the UK the cheque has been overtaken in popularity by the plastic card (both credit and debit varieties). In Sweden and Finland, paper cheques are simply not a feature in consumer payments. uk, 2001). Despite the variations, the trend in most countries is a decline of paper in favour of electronic payments by credit card or debit card. In the 1980s the most common type of virtual payment in the UK was the credit card transaction. 4). Smart cards A variant of the plastic card is the smart card, which is one of the latest applications of chip miniaturisation.
A microprocessor is embedded into a piece of plastic that gives it an astonishing increase in functionality over the capabilities of traditional magneticstripe cards. Smart cards have been in use for many years. For example, French Visa cards have carried microchips since the 1980s. A variation of the smart card is already used in many countries in the form of public telephone cards. Despite the technological advantages of smart cards, the commercial reality is that so much investment has been made in traditional magnetic stripe cards (for example, upgrading ATMs and in-store card readers to accept smart cards) that the introduction of smart cards has been painfully slow.
Electronic Marketing: Theory & Practice For The 21st Century by John O’ Connor, Eamonn Galvin, Martin Evans
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