This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational success-all in a single volume. Marketing in the 21st Century and Beyond: Timeless Strategies for Success contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. The book is organized around four key areas of marketing: company and customer relations, integrated marketing communications, interactive and multi-channel marketing, and global marketing. Each of these broad categories is addressed in a manner…mehr
This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational success-all in a single volume. Marketing in the 21st Century and Beyond: Timeless Strategies for Success contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. The book is organized around four key areas of marketing: company and customer relations, integrated marketing communications, interactive and multi-channel marketing, and global marketing. Each of these broad categories is addressed in a manner that allows the reader to thoroughly explore the subject or hone in on a specific topic covered in the individual chapters. The work is particularly unique in its treatment of interactive marketing and social media. A valuable resource in its entirety or as a topical academic reference, this book is invaluable to business professionals of all levels and appropriate for an MBA-level course text.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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Autorenporträt
Bruce D. Keillor, PhD, is professor of marketing and international business as well as director of the Williamson Center for International Business at Youngstown State University, Youngstown, OH.
Inhaltsangabe
Introduction by Bruce D. Keillor Part I. Company and Customer Relationship Marketing 1 What Does "Relationship Marketing" Really Mean? Linda M. Orr 2 Building a Successful Sales Force in the 21st Century Daniel J. Leslie 3 Learning from Your Customers: Building Market Feedback into Strategy and Innovation Jason DiLauro and Linda M. Orr 4 Negotiating Company and Customer Relationships Jon M. Hawes Part II. Integrated Marketing: The Product-Customer Connection 5 Path-Forward Thinking: Core Competencies and the Value Proposition Ken Dickey 6 Futuring: Anticipating the Emerging Voice of the Customer Stephen M. Millett 7 How to Clean Up with a Start-Up: Tricks and Tips from Entrepreneurs Robert Black 8 How to Use Social Media: Fostering Connections in a Virtual Marketplace Gretchen M. Keillor Part III. Marketing Channels: The New Realities 9 Anywhere, Anytime, Anyway: The Multichannel Marketing Juggernaut Dale M. Lewison 10 Business-to-Business Integrated Marketing Nadji Tehrani 11 Nostradamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers William J. Hauser Part IV. Global Marketing: New Challenges and Opportunities 12 The New Global Marketing Realities Gary A. Knight 13 Culture and International Marketing Vern Terpstra 14 Global Value-Added Strategies John Caslione 15 Global Customer Service Calin Veghes Index About the Editor and Contributors
Introduction by Bruce D. Keillor Part I. Company and Customer Relationship Marketing 1 What Does "Relationship Marketing" Really Mean? Linda M. Orr 2 Building a Successful Sales Force in the 21st Century Daniel J. Leslie 3 Learning from Your Customers: Building Market Feedback into Strategy and Innovation Jason DiLauro and Linda M. Orr 4 Negotiating Company and Customer Relationships Jon M. Hawes Part II. Integrated Marketing: The Product-Customer Connection 5 Path-Forward Thinking: Core Competencies and the Value Proposition Ken Dickey 6 Futuring: Anticipating the Emerging Voice of the Customer Stephen M. Millett 7 How to Clean Up with a Start-Up: Tricks and Tips from Entrepreneurs Robert Black 8 How to Use Social Media: Fostering Connections in a Virtual Marketplace Gretchen M. Keillor Part III. Marketing Channels: The New Realities 9 Anywhere, Anytime, Anyway: The Multichannel Marketing Juggernaut Dale M. Lewison 10 Business-to-Business Integrated Marketing Nadji Tehrani 11 Nostradamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers William J. Hauser Part IV. Global Marketing: New Challenges and Opportunities 12 The New Global Marketing Realities Gary A. Knight 13 Culture and International Marketing Vern Terpstra 14 Global Value-Added Strategies John Caslione 15 Global Customer Service Calin Veghes Index About the Editor and Contributors
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