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

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

by Bruce D. Keillor (Editor)

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Product Details

ISBN-13: 9781440828522
Publisher: ABC-CLIO, Incorporated
Publication date: 11/30/2012
Pages: 265
Product dimensions: 6.30(w) x 9.40(h) x 0.90(d)

About the Author

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.

Table of Contents

Introduction Bruce D. Keillor ix

Part I Company and Customer Relationship Marketing 1

1 What Does "Relationship Marketing" Really Mean? Linda M. Orr 3

2 Building a Successful Sales Force in the 21st Century Daniel J. Leslie 17

3 Learning from Your Customers: Building Market Feedback into Strategy and Innovation Jason DiLauro Linda M. Orr 33

4 Negotiating Company and Customer Relationships Jon M. Hawes 45

Part II Integrated Marketing: The Product-Customer Connection 59

5 Path-Forward Thinking: Core Competencies and the Value Proposition Ken Dickey 61

6 Futuring: Anticipating the Emerging Voice of the Customer Stephen M. Millett 70

7 How to Clean Up with a Start-Up: Tricks and Tips from Entrepreneurs Robert Black 86

8 How to Use Social Media: Fostering Connections in a Virtual Marketplace Gretchen M. Keillor 101

Part III Marketing Channels: The New Realities 117

9 Anywhere, Anytime, Anyway: The Multichannel Marketing Juggernaut Dale M. Lewison 119

10 Business-to-Business Integrated Marketing Nadji Tehrani 141

11 Nostradamus Knows Direct Interactive Marketing: Direct Marketers as 21st-Century Trend Messengers William J. Hauser 158

Part IV Global Marketing: New Challenges and Opportunities 181

12 The New Global Marketing Realities Gary A. Knight 183

13 Culture and International Marketing Vern Terpstra 203

14 Global Value-Added Strategies John Caslione 226

15 Global Customer Service Calin Veghes 243

Index 253

About the Editor and Contributors 263

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