Marketing in the 21st century

Marketing in the 21st century

A comprehensive overview of current trends, issues, ideas, and practices that are changing the dynamics of marketing--featuring contributions from a global network of leading academics and practitioners.

Detalles Bibliográficos
Otros Autores: Keillor, Bruce David (-)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Westport, Conn. : Praeger 2007.
Colección:EBSCO Academic eBook Collection Complete.
Praeger perspectives.
Acceso en línea:Conectar con la versión electrónica
Ver en Universidad de Navarra:https://innopac.unav.es/record=b31660526*spi
Tabla de Contenidos:
  • 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 ... [et al.]
  • 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 ... [et al.]
  • 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.

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