Marketing in the 21st Century [Four Volumes]

Subjects:

• Business » Marketing, Advertising, Sales
• Business » Management
• Business » Organizational Behavior

Reviews:

• Keillor....has produced a unique set among the materials on modern marketing-no other encyclopedic work currently available offers the same level of detail or scope. All four volumes focus on a subtopic of marketing....[e]ach volume could stand on its own as a textbook but also be used by practitioners looking to bone up on industry theory. Written by experts, the chapters adhere to a similar format: an overview of a topic is followed by a detailed discussion, charts and graphs where applicable, and a detailed bibliography. Each volume also contains its own index, which further adds to its standalone value....Recommended for public libraries with large business collections and academic libraries supporting business programs.
  —Library Journal 10/15/2007
• 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 chapters are written for the novice and present the topic broadly, making this an excellent resource for undergraduate students. Several chapters are devoted to each of the following: emerging markets, customers in world markets, multi-channel marketing, relationship marketing, selling, consumer behavior, and promotion. Individual chapter topics include marketing to children, building trust, online shoppers in the EU, and transferring brands to China. The chapters are annotated, and each concludes with a list of references.
  —Reference & Research Book News 11/1/2007
• Keillor is general editor for this four-volume set, which is intended as a comprehensive overview of contemporary marketing. Each volume has a unique set of topic editors responsible for compiling contributions written by a variety of experts from academia and the business world. Volume 1, New World Marketing, discusses issues related to emerging markets, managing world markets, and keeping customers in mind. Volume 2, Interactive and Multi-channel Marketing, shifts focus to direct marketing with emphasis on various options to directly deal with customers. In volume 3, Company and Customer Relations, the focus is on building customer relationships. Discussion here mainly deals with how the sales force functions as the front line in customer relationship management. One intriguing chapter deals with the issue of disengaging from certain customers. The final volume, Integrated Marketing Communication, is divided into two parts; one deals with consumer behavior and the other with promotion.... The real value of the set is its broad overview and the practical implications provided for practitioners. Recommended. Collections serving practitioners.
  —Choice 3/1/2008

Table of Contents:

• 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

PDF Catalogs:
Business Catalog 2008.pdf	Academic Library Fall 2008.pdf
Praeger Perspectives 2008.pdf

PDF Brochures:

Praeger Marketing 21st Century 2007.pdf