Marketing in the 21st Century [Four Volumes]

Subjects:

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

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 October 15, 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 March 2008
• 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 November 2007

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