Marketing in the 21st Century and Beyond: Timeless Strategies for Success: Timeless Strategies for Success, Condensed Edition

by Bruce D. Keillor (Editor)

Overview

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.

Product Details

ISBN-13:	9781440828539
Publisher:	ABC-CLIO, Incorporated
Publication date:	11/12/2012
Sold by:	Barnes & Noble
Format:	eBook
Pages:	265
File size:	2 MB

About the Author

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.

Table of Contents

Introduction Bruce D. Keillor ix

Part I Company and Customer Relationship Marketing 1

1 What Does "Relationship Marketing" Really Mean? Linda M. Orr 3

2 Building a Successful Sales Force in the 21st Century Daniel J. Leslie 17

3 Learning from Your Customers: Building Market Feedback into Strategy and Innovation Jason DiLauro Linda M. Orr 33

4 Negotiating Company and Customer Relationships Jon M. Hawes 45

Part II Integrated Marketing: The Product-Customer Connection 59

5 Path-Forward Thinking: Core Competencies and the Value Proposition Ken Dickey 61

6 Futuring: Anticipating the Emerging Voice of the Customer Stephen M. Millett 70

7 How to Clean Up with a Start-Up: Tricks and Tips from Entrepreneurs Robert Black 86

8 How to Use Social Media: Fostering Connections in a Virtual Marketplace Gretchen M. Keillor 101

Part III Marketing Channels: The New Realities 117

9 Anywhere, Anytime, Anyway: The Multichannel Marketing Juggernaut Dale M. Lewison 119

10 Business-to-Business Integrated Marketing Nadji Tehrani 141

11 Nostradamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers William J. Hauser 158

Part IV Global Marketing: New Challenges and Opportunities 181

12 The New Global Marketing Realities Gary A. Knight 183

13 Culture and International Marketing Vern Terpstra 203

14 Global Value-Added Strategies John Caslione 226

15 Global Customer Service Calin Veghes 243

Index 253

About the Editor and Contributors 263

Editorial Reviews

"This abridged collection of key chapters from the original volumes is targeted to practitioners; however, it is also of value to undergraduate students because chapters are accessible and easy to understand. . . . Chapters are written in a popular style that is highly prescriptive as well as descriptive, and are organized around four key areas of marketing. . . . Highly recommended."

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