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Marketing in the 21st Century and Beyond
Timeless Strategies for Success
Marketing in the 21st Century and Beyond
Timeless Strategies for Success
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Description
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.
Table of Contents
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
Product details
| Published | 12 Nov 2012 |
|---|---|
| Format | Hardback |
| Edition | 1st |
| Extent | 276 |
| ISBN | 9781440828522 |
| Imprint | Praeger |
| Dimensions | 235 x 156 mm |
| Publisher | Bloomsbury Publishing |
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