Marketing in the 21st Century

[4 volumes]

Media-Kombination

880 Seiten

2007
Praeger Publishers Inc
978-0-275-99275-0 (ISBN)

Titel z.Zt. nicht lieferbar
Versandkostenfrei
Auch auf Rechnung

Artikel merken

Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. Not surprisingly, marketing is one of the core areas of study in the hundreds of business schools and MBA programs around the world, and a vital department of virtually every business. This dynamic set showcases the most current trends, issues, ideas, and practices in marketing, especially as the field evolves in the context of globalization and advances in technology. From branding to public relations, e-tailing to customer-retention strategies, overseas expansion to promoting sports products, Marketing in the 21st Century covers the full spectrum of marketing-related issues, in their business and cultural contexts.

Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world. Volume 1, New World Marketing, provides insights and tools for conducting business internationally, with emphasis on market research, market entry, and distribution strategies, and coverage of emerging markets, including China, India, and Eastern Europe. Volume 2, Interactive and Multi-Channel Marketing, explores the impact of new technologies on acquiring and retaining customers, including discussion of direct and interactive marketing techniques, customer data analysis, and ethics in marketing. Volume 3, Company and Customer Relations, deals with such issues as reputation and trust building, relationship marketing, sales management, and customer privacy. Volume 4, Integrated Marketing Communication, covers consumer demographics, multi-media communication strategies, and micromarketing. Collectively, these volumes represent the state of the art in the field. They are an essential resource for anyone studying, teaching, researching, or practicing the art and science of marketing.

Bruce D. Keilloris Director of the Institute for Global Business and Professor of Marketing and International Business at the University of Akron. He is also a Research Fellow at the Center for International Business at Michigan State University. He serves on several Executive Editorial Review Boards, including the Journal of International Business Studies. He has published over 100 book chapters and refereed journal articles, proceedings papers, and conference presentations in the areas of global marketing strategy, sales, and cross-cultural consumer behavior. He is also an entrepreneur, with over a decade of experience in the direct-marketing software industry.

Volume I
Introduction
Part I World Marketing Strategy
Chapter 1 The New Global Marketing Realities
Part II Emerging Markets
Chapter 2 Emerging Market
Chapter 3 Tackling Consumers in Central and Eastern Europe
Chapter 4 Manufacturing and Selling in China
Chapter 5 Complexities of the Indian Consumer Market
Chapter 6 Whats in a Name? Transferring Brands to China
Part III Managing World Markets
Chapter 7 Culture and International Marketing
Chapter 8 Global Value-Added Strategies
Part IV Customers: The Forgotten Participants in World Markets
Chapter 9 The Value of Qualitative Research for International Marketers: Cross-Cultural Issues and Recommendations
Chapter 10 Negotiations in International Marketing
Chapter 11 Its the Distribution, Stupid!
Chapter 12 Global Customer Service
Chapter 13 Global Marketing and Ethics
Index
About the Editors and Contributors
Volume II
Introduction
Part I The Many Faces of Interactive Marketing
Chapter 1 Anywhere, Anytime, Anyway: The Multi-Channel Marketing Juggernaut
Chapter 2 International Multi-Channel Marketing Research
Chapter 3 Yesterday, Today, Tomorrow: Status of the Teleservices Industry
Chapter 4 Digital Marketing: Internet Direct
Chapter 5 Characteristics of Online Shoppers in the
Chapter 6 Guerilla Direct: The Case for Mental Floss
Chapter 7 Business-to-Business Integrated Marketing
Chapter 8 Borderless Marketing Systems: The Emerging Hybrid Multi-Channel Market System
Chapter 9 Heads or Tails: Implications of the Long Tail for Multi-Channel Marketers
Part II Focus Is the Key
Chapter 10 A Framework for Electronic Client Relationship Management in Small Businesses
Chapter 11 The Creative Process in the 21st Century
Chapter 12 Data Strategies to Support Marketing: Actionable Business Intelligence or Data Overload?
Part III Important Issues in the Future of Direct Marketing
Chapter 13 Doing the Right Thing: Ethics and Regulations in Direct Marketing
Chapter 14 Nostrodamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers
Index
About the Editors and Contributors
Volume III
Introduction
Part I 21st Century Relationship Marketing
Chapter 1 What Does Relationship Marketing Really Mean?
Chapter 2 Building Trust in an Age of Mistrust
Chapter 3 Corporate Identity and Reputation Management: Lessons Learned from the World of Politics
Chapter 4 Keeping Your Friends Close and Your Enemies Closer: What You Should Know aAbout Your Competitor
Chapter 5 Building A Successful Sales Force in the 21st Century
Chapter 6 Its All about Money and the Bottom Line: Creating and Measuring Sales Effectiveness
Chapter 7 Learning from Your Customers: Building Market Feedback into Strategy and Innovation
Chapter 8 Key Account Management in the 21st Century
Chapter 9 When Do You Get Rid of the Customer?
Part II Successful Selling in the 21st Century
Chapter 10 Small Businesses in the 21st Century: Utilizing Integrated Marketing Communications Efforts in the Sales Process
Chapter 11 Understanding Diverse Purchasers in Business-to-Business Marketing and Industrial Selling
Chapter 12 Negotiating Company and Customer Relationships
Chapter 13 Understanding Emerging Sales Technology
Chapter 14 The Ethics of Managing Customer Information: Can Customer Relationship Management Backfire?
Index
About the Editors and Contributors
Volume IV
Introduction
Part I Consumer Behavior
Chapter 1 Marketing to Children: The Foundation of Cradle-to-Grave Brand Relationships
Chapter 2 Your Team Is My Team: A Social Network Approach to Sport Marketing
Chapter 3 Fads, Fashions and Fast Break Product Life Cycles: An Integrated Approach
Chapter 4 Futuring: Anticipating the Emerging Voice of the Customer
Chapter 5 Developing Products for Seniors
Chapter 6 Path-Forward Thinking: Core Competence and the Value Proposition
Part II Promotion
Chapter 7 How to Clean Up with a Start-up: Tricks and Tips from Entrepreneurs
Chapter 8 Marketings Biggest Challenge: Marketing the Unmarketable
Chapter 9 Sales Promotions: Boom or Bust for Brand Loyalty?
Chapter 10 When Perceived Value Is Fleeting: Promotion of Events
Chapter 11 Unraveling the Web: Successful Tools for Marketing On-Line
Chapter 12 Promoting Professional Services: The Exciting World of Accountancy
Chapter 13 Celebrity Branding: Perils and Payoffs
Chapter 14 Sponsorship-linked Marketing: Opening the Blackbox
Index
About the Editors and Contributors

Erscheint lt. Verlag	30.7.2007
Sprache	englisch
Gewicht	2296 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-275-99275-6 / 0275992756
ISBN-13	978-0-275-99275-0 / 9780275992750
Zustand	Neuware