Marketing in the 21st Century [Four Volumes] (Praeger Perspectives)

Annotation. Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. Not surprisingly, marketing is one of the core areas of study in the hundreds of business schools and MBA programs around the world, and a vital department of virtually every business. This dynamic set showcases the most current trends, issues, ideas, and practices in marketing, especially as the field evolves in the context of globalization and advances in technology. From branding to public relations, e-tailing to customer-retention strategies, overseas expansion to promoting sports products, Marketing in the 21st Century covers the full spectrum of marketing-related issues, in their business and cultural contexts. Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world. Volume 1, New World Marketing, provides insights and tools for conducting business internationally, with emphasis on market research, market entry, and distribution strategies, and coverage of emerging markets, including China, India, and Eastern Europe. Volume 2, Interactive and Multi-Channel Marketing, explores the impact of new technologies on acquiring and retaining customers, including discussion of direct and interactive marketing techniques, customer data analysis, and ethics in marketing. Volume 3, Company and Customer Relations, deals with such issues as reputation and trust building, relationship marketing, sales management, and customer privacy. Volume 4, Integrated Marketing Communication, covers consumer demographics, multi-media communication strategies, and micromarketing. Collectively, these volumes represent the state of the art in the field. They are an essential resource for anyone studying, teaching, researching, or practicing the art and science of marketing FRONT MATTER......Page 1 CONTENTS......Page 5 SET INTRODUCTION......Page 7 Part I: WORLD MARKETING STRATEGY......Page 11 CHAPTER 1......Page 13 Part II: EMERGING MARKETS......Page 33 CHAPTER 2......Page 35 CHAPTER 3......Page 58 CHAPTER 4......Page 75 CHAPTER 5......Page 91 CHAPTER 6......Page 103 Part III: MANAGING WORLD MARKETS......Page 117 CHAPTER 7......Page 119 CHAPTER 8......Page 144 Part IV: CUSTOMERS: THE FORGOTTEN PARTICIPANTS IN WORLD MARKETS......Page 163 CHAPTER 9......Page 165 CHAPTER 10......Page 185 CHAPTER 11......Page 207 CHAPTER 12......Page 221 CHAPTER 13......Page 231 INDEX......Page 241 ABOUT THE EDITORS AND CONTRIBUTORS......Page 255 FRONT MATTER......Page 265 CONTENTS......Page 269 SET INTRODUCTION......Page 271 Part I: THE MANY FACES OF INTERACTIVE MARKETING......Page 275 CHAPTER 1......Page 277 CHAPTER 2......Page 300 CHAPTER 3......Page 322 CHAPTER 4......Page 336 CHAPTER 5......Page 349 CHAPTER 6......Page 364 CHAPTER 7......Page 373 CHAPTER 8......Page 393 CHAPTER 9......Page 413 Part II: FOCUS IS THE KEY......Page 431 CHAPTER 10......Page 433 CHAPTER 11......Page 449 CHAPTER 12......Page 466 Part III: IMPORTANT ISSUES IN THE FUTURE OF DIRECT MARKETING......Page 491 CHAPTER 13......Page 493 CHAPTER 14......Page 505 FRONT MATTER......Page 553 CONTENTS......Page 557 SET INTRODUCTION......Page 559 Part I: 21ST CENTURY RELATIONSHIP MARKETING......Page 563 CHAPTER 1......Page 565 CHAPTER 2......Page 583 CHAPTER 3......Page 599 CHAPTER 4......Page 615 CHAPTER 5......Page 631 CHAPTER 6......Page 650 CHAPTER 7......Page 666 CHAPTER 8......Page 678 CHAPTER 9......Page 697 Part II: SUCCESSFUL SELLING IN THE 21ST CENTURY......Page 717 CHAPTER 10......Page 719 CHAPTER 11......Page 737 CHAPTER 12......Page 756 CHAPTER 13......Page 771 CHAPTER 14......Page 790 FRONT MATTER......Page 825 CONTENTS......Page 829 SET INTRODUCTION......Page 831 Part I: CONSUMER BEHAVIOR......Page 835 CHAPTER 1......Page 837 CHAPTER 2......Page 858 CHAPTER 3......Page 878 CHAPTER 4......Page 896 CHAPTER 5......Page 916 CHAPTER 6......Page 941 Part II: PROMOTION......Page 953 CHAPTER 7......Page 955 CHAPTER 8......Page 970 CHAPTER 9......Page 987 CHAPTER 10......Page 1003 CHAPTER 11......Page 1016 CHAPTER 12......Page 1030 CHAPTER 13......Page 1055 CHAPTER 14......Page 1075 INDEX......Page 1115 ABOUT THE EDITORS AND CONTRIBUTORS......Page 1133 V. 1. New World Marketing / Timothy J. Wilkinson And Andrew R. Thomas, Volume Editors -- V. 2. Interactive And Multi-channel Marketing / William J. Hauser And Dale M. Lewison, Volume Editors -- V. 3. Company And Customer Relations / Linda M. Orr And Jon M. Hawes, Volume Editors -- V. 4. Integrated Marketing Communication / Deborah L. Owens And Douglas R. Hausknecht, Volume Editors. Bruce D. Keillor, General Editor. Includes Bibliographical References And Indexes. A Comprehensive Overview Of Current Trends, Issues, Ideas, And Practices That Are Changing The Dynamics Of Marketing--featuring Contributions From A Global Network Of Leading Academics And Practitioners.