Marketing in the 21st Century

Front Cover
Greenwood Publishing Group, 2007 - Business & Economics - 1127 pages
A comprehensive overview of current trends, issues, ideas, and practices that are changing the dynamics of marketing--featuring contributions from a global network of leading academics and practitioners.
 

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Marketing in the 21st century

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Keillor (marketing and international business, Univ. of Akron, OH) has produced a unique set among the materials on modern marketing-no other encyclopedic work currently available offers the same ... Read full review

Contents

THE NEW GLOBAL MARKETING REALITIES
3
EMERGING MARKETS
23
EMERGING MARKETS
25
TACKLING CONSUMERS IN CENTRAL AND EASTERN EUROPE
48
MANUFACTURING AND SELLING IN CHINA
65
COMPLEXITIES OF THE INDIAN CONSUMER MARKET
81
WHAT IS IN A NAME? TRANSFERRING BRANDS TO CHINA
93
MANAGING WORLD MARKETS
107
CUSTOMERS THE FORGOTTEN PARTICIPANTS IN WORLD MARKETS
153
THE VALUE OF QUALITATIVE RESEARCH FOR INTERNATIONAL MARKETERS CROSSCULTURAL ISSUES AND RECOMMENDATIONS
155
NEGOTIATIONS IN INTERNATIONAL MARKETING
175
IT IS THE DISTRIBUTION STUPID
197
GLOBAL CUSTOMER SERVICE
211
GLOBAL MARKETING AND ETHICS
221
INDEX
231
ABOUT THE EDITORS AND CONTRIBUTORS
245

CULTURE AND INTERNATIONAL MARKETING
109
GLOBAL VALUEADDED STRATEGIES
134

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