E-Business Marketing

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information."

This textbook for an undergraduate marketing course examines the conceptual framework of on-line marketing, and presents eight case studies of real companies' e-business challenges and opportunities. The authors (University of Hartford) focus on the value bubble model of web sites that implements in five phases—attract, engage, retain, learn, and relate—and how it can be applied to brand management, pricing, services marketing, and new product development. Annotation (c)2003 Book News, Inc., Portland, OR

Terri Albert, Ph.D., is an Assistant Professor of Marketing at the University of Hartford. Prior to joining the University of Hartford in 2000, Dr. Albert was an Assistant Professor at the University of Connecticut for three years. Prior to beginning her academic career, she spent several years in financial services marketing, particularly focused on leveraging technology for the delivery of services. She received her undergraduate education from the University of Maryland, and her masters degree and Ph.D. from the University of Southern California.

Dr. Albert's teaching portfolio encompasses digital marketing, services marketing, marketing research, and integrated marketing communications (graduate and undergraduate courses). In addition, she co-developed an e-business certificate program. She is a faculty fellow at the GE Capital Edgelab in Stamford, Connecticut, where she works on student and business teams developing digitized practices and processes.

Dr. Albert's research interests are in the areas of technology adoption across diverse groups (comparisons across sub-populations of the industrial and consumer markets). Her research has been published in both academic and industry publications.

William B. Sanders, Ph.D., is a Professor in the Interactive Information Technology program at the-University of Hartford. He has been involved in several business enterprises, including Microbotics (creating software and interfaces for robots), Briefcase Software (producing digital interrogatories for attorneys), and Sandlight Productions (book and software marketing and production) where technology and marketing were never aseparate entity. He is best known for more than 35 books in computer-related areas and is actively involved in software testing and development for major software firms. His undergraduate and doctoral degrees are from the University of California, Santa Barbara, and his masters degree is from San Francisco State University.

He is currently involved in teaching courses where human-computer interactions are examined as a social-psychological entity enabled through Internet technology at speeds never before available to the consumer. His research interests currently lie in finding how humans maximize social interaction over the Internet and how to use this knowledge to create improved interfaces between computers and humans.