University Readers

Dr. Lansing A. Gordon's Cybercentrism and the New CyberGens takes a fresh new look at the changing business world and the role that marketing must play to keep up with rapid increases in technology. The store front model of business is growing ever more obsolete as successive waves of tech-savvy customers flood the global marketplace. Gordon's book discusses the necessity of understanding the new cyber-savvy market and the importance of branding as a trans-cultural means of product identification in the world economy.

Dr. Gordon notes that the generation of tomorrow will already have been so inundated with internet advertisement that they will be resistant to such approaches. He highlights the business philosophies and practices that will best keep industry up with the social norms of the consumer. Cybercentrism and the New CyberGens keeps students up to date with the most cutting edge marketing research and practices and prepares them for the business realities of the future.

With decades of experience working as an advertising copywriter, radio/television producer, and Silicon Valley marketing analyst, Dr. Gordon relies on practical industry experience to create a marketing textbook fit for the modern era. Gordon's straight forward writing style and humorous metaphors make advanced concepts easily accessible, and the text is enriched visually by Gordon's own vibrant artwork.

Dr. Lansing A. Gordon, currently Assistant Professor of Marketing in the School of Business and Management at Woodbury University, bases many of his insights on career experience prior to his academic appointment: senior research analyst, advertising agency creative director, advertising new accounts manager, marketing & development specialist, marketing communications manager, fundraising manager, and television producer for NBC. His doctoral dissertation – Cybercentrism, A Reinvention of Strategic Nomenclature for e-Commerce: An Issues and Strategies Thesis Focused on Industrial Automation Segment Analysis – was researched with the University of Western Sydney, Sydney Graduate School of Management, Australia.