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Marketing in the 21st century

Author: Bruce David Keillor
Publisher: Westport, Conn. : Praeger, ©2007.
Series: Praeger perspectives.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. This set showcases the trends, issues,  Read more...

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Additional Physical Format: Online version:
Marketing in the 21st century.
Westport, Conn. : Praeger, ©2007
(OCoLC)652326764
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Bruce David Keillor
ISBN: 9780275992750 0275992756 9780275992767 0275992764 9780275992774 0275992772 9780275992781 0275992780 9780275992798 0275992799
OCLC Number: 123818257
Description: 4 volumes : illustrations ; 25 cm.
Contents: v. 1. New World Marketing / Timothy J. Wilkinson and Andrew R. Thomas, volume editors --
Set Introduction / Bruce D. Keillor --
Part I. World Marketing Strategy --
1. The New Global Marketing Realities / Gary A. Knight --
Part II. Emerging Markets --
2. Emerging Markets / Masaaki (Mike) Kotabe --
3. Tackling Consumers in Central and Eastern Europe / Gerhard A. Wührer and Dana-Nicoleta Lascu --
4. Manufacturing and Selling in China / George O. White III, Yeqing Bao, and Lance Eliot Brouthers --
5. Complexities of the Indian Consumer Market / Rajshekhar (Raj) G. Javalgi and Ashutosh Dixit --
6. What Is in a Name? : Transferring Brands to China / Julie Mo, Jason McNicol, and Lance Eliot Brouthers --
Part III. Managing World Markets --
7. Culture and International Marketing / Vern Terpstra --
8. Global Value-Added Strategies / John Caslione --
Part IV. Customers : The Forgotten Participants in World Markets --
9. The Value of Qualitative Research for International Marketers : Cross-Cultural Issues and Recommendations / Rajshekhar (Raj) G. Javalgi, Robert B. Young, and Robert F. Scherer --
10. Negotiations in International Marketing / Allan Bird and Lynn E. Metcalf --
11. It Is the Distribution, Stupid! / Andrew R. Thomas and Timothy J. Wilkinson --
12. Global Customer Service / Calin Veghes --
13. Global Marketing and Ethics / Andrew R. Thomas and Timothy J. Wilkinson --
v. 2. Interactive and Multi-Channel Marketing / William J. Hauser and Dale M. Lewison, volume editors --
Part I. The Many Faces of Interactive Marketing --
1. Anywhere, Anytime, Anyway : The Multi-Channel Marketing Juggernaut / Dale M. Lewison --
2. International Multi-Channel Marketing Research / Ying Wang, William J. Hauser, and Timothy J. Wilkinson --
3. Yesterday, Today, Tomorrow : Status of the Teleservices Industry / Tim Searcy --
4. Digital Marketing : Internet Direct / Michael Schiller --
5. Characteristics of Online Shoppers in the European Union / Mario Martinez Guerrero, Jose Manuel Ortega Egea, and Maria Victoria Roman Gonzalez --
6. Guerilla Direct : The Case for mental_floss / Toby Maloney and Melanie Maloney --
7. Business-to-Business Integrated Marketing / Nadji Tehrani --
8. Borderless Marketing Systems : The Emerging Hybrid Multi-Channel Market System / Andria Evan and Dale M. Lewison --
9. Heads or Tails : Implications of the Long Tail for Multi-Channel Marketers / Mark Collins and Dale M. Lewison --
Part II. Focus Is the Key --
10. A Framework for Electronic Client Relationship Management in Small Businesses / Jeffrey C. Dilts and Paramjit S. Kahai --
11. The Creative Process in the 21st Century / Joel Sobelson --
12. Data Strategies to Support Marketing : Actionable Business Intelligence or Data Overload? / AnneMarie Scarisbrick-Hauser --
Part III. Important Issues in the Future of Direct Marketing --
13. Doing the Right Thing : Ethics and Regulations in Direct Marketing / Steve Brubaker and Bruce D. Keillor --
14. Nostrodamus Knows Direct Interactive Marketing : Direct Marketers as 21st-Century Trend Messengers / William J. Hauser --
v. 3. Company and Customer Relations / Linda M. Orr and Jon M. Hawes, volume editors --
Part I. 21st Century Relationship Marketing --
1. What Does "Relationship Marketing" Really Mean? / Linda M. Orr --
2. Building Trust in an Age of Mistrust / Jon M. Hawes --
3. Corporate Identity and Reputation Management : Lessons Learned from the World of Politics / Angela McMillen --
4. Keeping Your Friends Close and Your Enemies Closer : What You Should Know about Your Competitor / Dave Stein --
5. Building a Successful Sales Force in the 21st Century / Daniel J. Leslie --
6. It Is All about Money and the Bottom Line : Creating and Measuring Sales Effectiveness / Ingrid J. Fields, Michael F. d'Amico, and Linda M. Orr --
7. Learning from Your Customers : Building Market Feedback into Strategy and Innovation / Jason DiLauro and Linda M. Orr --
8. Key Account Management in the 21st Century / Ingrid J. Fields [and others] --
9. When Do You Get Rid of the Customer? / Jay Prakash Mulki --
Part II. Successful Selling in the 21st Century --
10. Small Businesses in the 21st Century : Utilizing Integrated Marketing Communications Efforts in the Sales Process / Dan Rose --
11. Understanding Diverse Purchasers in Business-to-Business Marketing and Industrial Selling / Michael F. d'Amico --
12. Negotiating Company and Customer Relationships / Jon M. Hawes --
13. Understanding Emerging Sales Technology / Richard A. Rocco and Alan J. Bush --
14. The Ethics of Managing Customer Information : Can Customer Relationship Management Backfire? / Linda M. Orr and Victoria D. Bush --
v. 4. Integrated Marketing Communication --
Part I. Consumer Behavior / Deborah L. Owens and Douglas R. Hausknecht, volume editors --
1. Marketing to Children : The Foundation of Cradle-to-Grave Brand Relationships / Anna McAlister --
2. Your Team Is My Team : A Social Network Approach to Sport Marketing / Catherine Quatman [and others] --
3. Fads, Fashions, and Fast-Break Product Life Cycles : An Integrated Approach / Vincent Tallepied --
4. Futuring : Anticipating the Emerging Voice of the Customer / Stephen M. Millett --
5. Developing Products for Seniors / Anthony A. Sterns and Harvey L. Sterns --
6. Path-Forward Thinking : Core Competence and the Value Proposition / Ken Dickey --
Part II. Promotion --
7. How to Clean Up with a Start-up : Tricks and Tips from Entrepreneurs / Robert Black --
8. Marketing's Biggest Challenge : Marketing Behavior Change / Cheryl Agranovich and Mark Bednar --
9. Sales Promotions : Boom or Bust for Brand Loyalty? / Michael Hardman --
10. When Perceived Value Is Fleeting : Promotion of Events / Rob Piekarczyk --
11. Unraveling the Web : Successful Tools for Marketing Online / Len Pagon and Paul Quigley --
12. Promoting Professional Services : The Exciting World of Accountancy / Elizabeth A. Galambos --
13. Celebrity Branding : Perils and Payoffs / Christopher Gebhardt --
14. Sponsorship-Linked Marketing : Opening the Black Box / T. Bettina Cornwell, Clinton S. Weeks, and Donald P. Roy.
Series Title: Praeger perspectives.
Other Titles: Marketing in the twenty-first century
Responsibility: Bruce D. Keillor, general editor.
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"Each of the four volumes of this resource focuses on different aspects of marketing, with chapters written by 18 academics, most of them based in the U.S., though two are in Austria and Romania. The Read more...

 
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