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

Editat de Bruce D. Keillor
en Limba Engleză Hardback – 11 noi 2012 – vârsta până la 17 ani
This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational success-all in a single volume.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.
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Specificații

ISBN-13: 9781440828522
ISBN-10: 1440828520
Pagini: 276
Dimensiuni: 156 x 235 x 25 mm
Greutate: 0.45 kg
Editura: Bloomsbury Publishing
Colecția Praeger
Locul publicării:New York, United States

Notă biografică

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.

Cuprins

Introduction by Bruce D. KeillorPart I. Company and Customer Relationship Marketing1 What Does "Relationship Marketing" Really Mean?Linda M. Orr2 Building a Successful Sales Force in the 21st CenturyDaniel J. Leslie3 Learning from Your Customers: Building Market Feedback into Strategy and InnovationJason DiLauro and Linda M. Orr4 Negotiating Company and Customer RelationshipsJon M. HawesPart II. Integrated Marketing: The Product-Customer Connection5 Path-Forward Thinking: Core Competencies and the Value PropositionKen Dickey6 Futuring: Anticipating the Emerging Voice of the CustomerStephen M. Millett7 How to Clean Up with a Start-Up: Tricks and Tips from EntrepreneursRobert Black8 How to Use Social Media: Fostering Connections in a Virtual MarketplaceGretchen M. KeillorPart III. Marketing Channels: The New Realities9 Anywhere, Anytime, Anyway: The Multichannel Marketing JuggernautDale M. Lewison10 Business-to-Business Integrated MarketingNadji Tehrani11 Nostradamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend MessengersWilliam J. HauserPart IV. Global Marketing: New Challenges and Opportunities12 The New Global Marketing RealitiesGary A. Knight13 Culture and International MarketingVern Terpstra14 Global Value-Added StrategiesJohn Caslione15 Global Customer ServiceCalin VeghesIndexAbout the Editor and Contributors

Recenzii

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.