Electronic Marketing and the Consumer provides comprehensive and current information on a wide range of marketing techniques including: direct response radio and television, computers and the
Internet, facsimile machines, telephone-based technologies, videography, interactive kiosks, pagers, optical scanners, electronic ticket machines, and `smart cards'.

Real-world cases and practical insights are provided from the experiences of major consumer marketers such as Mary Kay Cosmetics and Dell Computer. Robert A Peterson gives expert advice on the future of electronic marketing and its likely impact on consumer behaviour and society.