Marketing in the 21st Century [4 Volumes] (Hardcover)

Volume I Introduction Part I World Marketing Strategy Chapter 1 The New Global Marketing Realities Part II Emerging Markets Chapter 2 Emerging Market Chapter 3 Tackling Consumers in Central and Eastern Europe Chapter 4 Manufacturing and Selling in China Chapter 5 Complexities of the Indian Consumer Market Chapter 6 Whats in a Name? Transferring Brands to China Part III Managing World Markets Chapter 7 Culture and International Marketing Chapter 8 Global Value-Added Strategies Part IV Customers: The Forgotten Participants in World Markets Chapter 9 The Value of Qualitative Research for International Marketers: Cross-Cultural Issues and Recommendations Chapter 10 Negotiations in International Marketing Chapter 11 Its the Distribution, Stupid! Chapter 12 Global Customer Service Chapter 13 Global Marketing and Ethics Index About the Editors and Contributors Volume II Introduction Part I The Many Faces of Interactive Marketing Chapter 1 Anywhere, Anytime, Anyway: The Multi-Channel Marketing Juggernaut Chapter 2 International Multi-Channel Marketing Research Chapter 3 Yesterday, Today, Tomorrow: Status of the Teleservices Industry Chapter 4 Digital Marketing: Internet Direct Chapter 5 Characteristics of Online Shoppers in the Chapter 6 Guerilla Direct: The Case for Mental Floss Chapter 7 Business-to-Business Integrated Marketing Chapter 8 Borderless Marketing Systems: The Emerging Hybrid Multi-Channel Market System Chapter 9 Heads or Tails: Implications of the Long Tail for Multi-Channel Marketers Part II Focus Is the Key Chapter 10 A Framework for Electronic Client Relationship Management in Small Businesses Chapter 11 The Creative Process in the 21st Century Chapter 12 Data Strategies to Support Marketing: Actionable Business Intelligence or Data Overload? Part III Important Issues in the Future of Direct Marketing Chapter 13 Doing the Right Thing: Ethics and Regulations in Direct Marketing Chapter 14 Nostrodamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers Index About the Editors and Contributors Volume III Introduction Part I 21st Century Relationship Marketing Chapter 1 What Does Relationship Marketing Really Mean? Chapter 2 Building Trust in an Age of Mistrust Chapter 3 Corporate Identity and Reputation Management: Lessons Learned from the World of Politics Chapter 4 Keeping Your Friends Close and Your Enemies Closer: What You Should Know aAbout Your Competitor Chapter 5 Building A Successful Sales Force in the 21st Century Chapter 6 Its All about Money and the Bottom Line: Creating and Measuring Sales Effectiveness Chapter 7 Learning from Your Customers: Building Market Feedback into Strategy and Innovation Chapter 8 Key Account Management in the 21st Century Chapter 9 When Do You Get Rid of the Customer? Part II Successful Selling in the 21st Century Chapter 10 Small Businesses in the 21st Century: Utilizing Integrated Marketing Communications Efforts in the Sales Process Chapter 11 Understanding Diverse Purchasers in Business-to-Business Marketing and Industrial Selling Chapter 12 Negotiating Company and Customer Relationships Chapter 13 Understanding Emerging Sales Technology Chapter 14 The Ethics of Managing Customer Information: Can Customer Relationship Management Backfire? Index About the Editors and Contributors Volume IV Introduction Part I Consumer Behavior Chapter 1 Marketing to Children: The Foundation of Cradle-to-Grave Brand Relationships Chapter 2 Your Team Is My Team: A Social Network Approach to Sport Marketing Chapter 3 Fads, Fashions and Fast Break Product Life Cycles: An Integrated Approach Chapter 4 Futuring: Anticipating the Emerging Voice of the Customer Chapter 5 Developing Products for Seniors Chapter 6 Path-Forward Thinking: Core Competence and the Value Proposition Part II Promotion Chapter 7 How to Clean Up with a Start-up: Tricks and Tips from Entrepreneurs Chapter 8 Marketings Biggest Challenge: Marketing the Unmarketable Chapter 9 Sales Promotions: Boom or Bust for Brand Loyalty? Chapter 10 When Perceived Value Is Fleeting: Promotion of Events Chapter 11 Unraveling the Web: Successful Tools for Marketing On-Line Chapter 12 Promoting Professional Services: The Exciting World of Accountancy Chapter 13 Celebrity Branding: Perils and Payoffs Chapter 14 Sponsorship-linked Marketing: Opening the Blackbox Index About the Editors and Contributors