Marketing in the 21st Century and Beyond

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.

• 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

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.