Marketing in the 21st Century: [4 volumes]

Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. Not surprisingly, marketing is one of the core areas of study in the hundreds of business schools and MBA programs around the world, and a vital department of virtually every business. This dynamic set showcases the most current trends, issues, ideas, and practices in marketing, especially as the field evolves in the context of globalization and advances in technology. From branding to public relations, e-tailing to customer-retention strategies, overseas expansion to promoting sports products, Marketing in the 21st Century covers the full spectrum of marketing-related issues, in their business and cultural contexts. Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world. Volume 1, New World Marketing, provides insights and tools for conducting business internationally, with emphasis on market research, market entry, and distribution strategies, and coverage of emerging markets, including China, India, and Eastern Europe. Volume 2, Interactive and Multi-Channel Marketing, explores the impact of new technologies on acquiring and retaining customers, including discussion of direct and interactive marketing techniques, customer data analysis, and ethics in marketing. Volume 3, Company and Customer Relations, deals with such issues as reputation and trust building, relationship marketing, sales management, and customer privacy. Volume 4, Integrated Marketing Communication, covers consumer demographics, multi-media communication strategies, and micromarketing. Collectively, these volumes represent the state of the art in the field. They are an essential resource for anyone studying, teaching, researching, or practicing the art and science of marketing.

Table of Contents:
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

About the Author :
Bruce D. Keilloris Director of the Institute for Global Business and Professor of Marketing and International Business at the University of Akron. He is also a Research Fellow at the Center for International Business at Michigan State University. He serves on several Executive Editorial Review Boards, including the Journal of International Business Studies. He has published over 100 book chapters and refereed journal articles, proceedings papers, and conference presentations in the areas of global marketing strategy, sales, and cross-cultural consumer behavior. He is also an entrepreneur, with over a decade of experience in the direct-marketing software industry.

Review :
Keillor is general editor for this four-volume set, which is intended as a comprehensive overview of contemporary marketing. Each volume has a unique set of topic editors responsible for compiling contributions written by a variety of experts from academia and the business world. Volume 1, New World Marketing, discusses issues related to emerging markets, managing world markets, and keeping customers in mind. Volume 2, Interactive and Multi-channel Marketing, shifts focus to direct marketing with emphasis on various options to directly deal with customers. In volume 3, Company and Customer Relations, the focus is on building customer relationships. Discussion here mainly deals with how the sales force functions as the front line in customer relationship management. One intriguing chapter deals with the issue of disengaging from certain customers. The final volume, Integrated Marketing Communication, is divided into two parts; one deals with consumer behavior and the other with promotion…. The real value of the set is its broad overview and the practical implications provided for practitioners. Recommended. Collections serving practitioners. Keillor….has produced a unique set among the materials on modern marketing-no other encyclopedic work currently available offers the same level of detail or scope. All four volumes focus on a subtopic of marketing….[e]ach volume could stand on its own as a textbook but also be used by practitioners looking to bone up on industry theory. Written by experts, the chapters adhere to a similar format: an overview of a topic is followed by a detailed discussion, charts and graphs where applicable, and a detailed bibliography. Each volume also contains its own index, which further adds to its standalone value….Recommended for public libraries with large business collections and academic libraries supporting business programs. Each of the four volumes of this resource focuses on different aspects of marketing, with chapters written by 18 academics, most of them based in the U.S., though two are in Austria and Romania. The chapters are written for the novice and present the topic broadly, making this an excellent resource for undergraduate students. Several chapters are devoted to each of the following: emerging markets, customers in world markets, multi-channel marketing, relationship marketing, selling, consumer behavior, and promotion. Individual chapter topics include marketing to children, building trust, online shoppers in the EU, and transferring brands to China. The chapters are annotated, and each concludes with a list of references.