Introduction
by Bruce D. Keillor ............................................ ix
Part I. Company and Customer Relationship Marketing ............. 1
1 What Does "Relationship Marketing" Really Mean? .............. 3
Linda M. Orr
2 Building a Successful Sales Force in the 21st Century ....... 17
Daniel J. Leslie
3 Learning from Your Customers: Building Market Feedback
into Strategy and Innovation ................................ 33
Jason DiLauro and Linda M. Orr
4 Negotiating Company and Customer Relationships .............. 45
Jon M. Hawes
Part II. Integrated Marketing: The Product-Customer
Connection ..................................................... 59
5 Path-Forward Thinking: Core Competencies and the Value
Proposition ................................................. 61
Ken Dickey
6 Futuring: Anticipating the Emerging Voice of the Customer ... 70
Stephen M. Millett
7 How to Clean Up with a Start-Up: Tricks and Tips from
Entrepreneurs ............................................... 86
Robert Black
8 How to Use Social Media: Fostering Connections in a
Virtual Marketplace ........................................ 101
Gretchen M. Keillor
Part III. Marketing Channels: The New Realities ............... 117
9 Anywhere, Anytime, Anyway: The Multichannel Marketing
Juggernaut ................................................. 119
Dale M. Lewison
10 Business-to-Business Integrated Marketing .................. 141
Nadji Tehrani
11 Nostradamus Knows Direct Interactive Marketing: Direct
Marketers as 21st-century Trend Messengers ................. 158
William J. Hauser
Part IV. Global Marketing: New Challenges and Opportunities ... 181
12 The New Global Marketing Realities ......................... 183
Gary A. Knight
13 Culture and International Marketing ........................ 203
Vern Terpstra
14 Global Value-Added Strategies .............................. 226
John Caslione
15 Global Customer Service .................................... 243
Calin Veghes
12 Index ...................................................... 253
About the Editor and Contributors ............................. 263
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