Marketing in the 21st century and beyond: timeless strategies for success / ed. by B.D.Keillor. - Condensed ed. - Santa Barbara: Praeger, 2013. - 265 p. - ISBN 978-1-4408-2852-2  Место хранения:   022 | Институт экономики и организации промышленного производства | Новосибирск

Оглавление / Contents

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