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Marketing in an electronic age

Author: Robert D Buzzell; Vincent P Barabba
Publisher: Boston, Mass. : Harvard Business School Press, ©1985.
Series: Research colloquium (Harvard University. Graduate School of Business Administration)
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Additional Physical Format: Online version:
Marketing in an electronic age.
Boston, Mass. : Harvard Business School Press, ©1985
(OCoLC)647080965
Document Type: Book
All Authors / Contributors: Robert D Buzzell; Vincent P Barabba
ISBN: 0875841597 9780875841595
OCLC Number: 11371886
Description: x, 404 pages : illustrations ; 25 cm.
Series Title: Research colloquium (Harvard University. Graduate School of Business Administration)
Responsibility: edited by Robert D. Buzzell ; contributors, Vincent P. Barabba [and others].

Abstract:

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.

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Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/11371886<\/a>> # Marketing in an electronic age<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a>, schema:Book<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"11371886<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>> ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Place\/boston_mass<\/a>> ; # Boston, Mass.<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telekommunikation<\/a>> ; # Telekommunikation<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/computerunterstutzung<\/a>> ; # Computerunterst\u00FCtzung<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/1146200<\/a>> ; # Telemarketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing_etats_unis<\/a>> ; # T\u00E9l\u00E9marketing--\u00C9tats-Unis<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/usa<\/a>> ; # USA<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/datenverarbeitung<\/a>> ; # Datenverarbeitung<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing<\/a>> ; # T\u00E9l\u00E9marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing_united_states<\/a>> ; # Telemarketing--United States<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/werbung<\/a>> ; # Werbung<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/marketing<\/a>> ; # Marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/informationstechnik<\/a>> ; # Informationstechnik<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.85\/e19\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/1204155<\/a>> ; # United States.<\/span>\n\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/108224417<\/a>> ; # Robert Dow Buzzell<\/span>\n\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/62216957<\/a>> ; # Vincent P. Barabba<\/span>\n\u00A0\u00A0\u00A0\nschema:copyrightYear<\/a> \"1985<\/span>\" ;\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"1985<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"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.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/54675059<\/a>> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isPartOf<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Series\/research_colloquium_harvard_business_school<\/a>> ; # Research colloquium \/ Harvard Business School<\/span>\n\u00A0\u00A0\u00A0\nschema:isPartOf<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Series\/research_colloquium_harvard_university_graduate_school_of_business_administration<\/a>> ; # Research colloquium (Harvard University. Graduate School of Business Administration)<\/span>\n\u00A0\u00A0\u00A0\nschema:isSimilarTo<\/a> <http:\/\/www.worldcat.org\/oclc\/647080965<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing in an electronic age<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"11371886<\/span>\" ;\u00A0\u00A0\u00A0\nschema:publication<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/11371886#PublicationEvent\/boston_mass_harvard_business_school_press_1985<\/a>> ;\u00A0\u00A0\u00A0\nschema:publisher<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Agent\/harvard_business_school_press<\/a>> ; # Harvard Business School Press<\/span>\n\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780875841595<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/11371886<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Related Entities<\/h3>\n
<http:\/\/dewey.info\/class\/658.85\/e19\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Agent\/harvard_business_school_press<\/a>> # Harvard Business School Press<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Harvard Business School Press<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Place\/boston_mass<\/a>> # Boston, Mass.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Boston, Mass.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Series\/research_colloquium_harvard_business_school<\/a>> # Research colloquium \/ Harvard Business School<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:PublicationSeries<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/www.worldcat.org\/oclc\/11371886<\/a>> ; # Marketing in an electronic age<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"Research colloquium \/ Harvard Business School<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Series\/research_colloquium_harvard_university_graduate_school_of_business_administration<\/a>> # Research colloquium (Harvard University. Graduate School of Business Administration)<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:PublicationSeries<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/www.worldcat.org\/oclc\/11371886<\/a>> ; # Marketing in an electronic age<\/span>\n\u00A0\u00A0\u00A0\nschema:name<\/a> \"Research colloquium (Harvard University. Graduate School of Business Administration)<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/computerunterstutzung<\/a>> # Computerunterst\u00FCtzung<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Computerunterst\u00FCtzung<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/datenverarbeitung<\/a>> # Datenverarbeitung<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Datenverarbeitung<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/informationstechnik<\/a>> # Informationstechnik<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Informationstechnik<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/marketing<\/a>> # Marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telekommunikation<\/a>> # Telekommunikation<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telekommunikation<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing<\/a>> # T\u00E9l\u00E9marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"T\u00E9l\u00E9marketing<\/span>\"@fr<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing_etats_unis<\/a>> # T\u00E9l\u00E9marketing--\u00C9tats-Unis<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"T\u00E9l\u00E9marketing--\u00C9tats-Unis<\/span>\"@fr<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/telemarketing_united_states<\/a>> # Telemarketing--United States<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh86006706<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telemarketing--United States<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/usa<\/a>> # USA<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"USA<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Topic\/werbung<\/a>> # Werbung<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Werbung<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"mau<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/1146200<\/a>> # Telemarketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telemarketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/1204155<\/a>> # United States.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"United States.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/108224417<\/a>> # Robert Dow Buzzell<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:birthDate<\/a> \"1933<\/span>\" ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Buzzell<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Robert Dow<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Robert D.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Robert Dow Buzzell<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/62216957<\/a>> # Vincent P. Barabba<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:birthDate<\/a> \"1934<\/span>\" ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Barabba<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Vincent P.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Vincent P. Barabba<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780875841595<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0875841597<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780875841595<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/oclc\/647080965<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nrdfs:label<\/a> \"Marketing in an electronic age.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"Online version:<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isSimilarTo<\/a> <http:\/\/www.worldcat.org\/oclc\/11371886<\/a>> ; # Marketing in an electronic age<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/11371886<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/11371886<\/a>> ; # Marketing in an electronic age<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2020-05-05<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/11371886#PublicationEvent\/boston_mass_harvard_business_school_press_1985<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:PublicationEvent<\/a> ;\u00A0\u00A0\u00A0\nschema:location<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Place\/boston_mass<\/a>> ; # Boston, Mass.<\/span>\n\u00A0\u00A0\u00A0\nschema:organizer<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/54675059#Agent\/harvard_business_school_press<\/a>> ; # Harvard Business School Press<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Content-negotiable representations<\/p>\n