Marketing in the 21st century

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Each of the four volumes of this resource focus on different aspects of marketing, with chapters written by 18 academics, most of them based in the US, 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. Annotation ©2007 Book News, Inc., Portland, OR (
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Grouped Work ID 68009d4d-a6ae-e315-c09d-8b9cb0d3655a
full_title marketing in the 2first century
author bruce d keillor
grouping_category book
lastUpdate 2017-08-14 05:04:28AM

Solr Details

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author_additional Bruce D. Keillor, general editor.
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physical 4 v. : ill. ; 25 cm.
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primary_isbn 9780313086434
publishDate 2007
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publisher Praeger,
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series Praeger perspectives
series2 Praeger perspectives.
series_with_volume Praeger perspectives
table_of_contents v. 1. New world marketing / Timothy J. Wilkinson and Andrew R. Thomas, volume editors -- v. 2. Interactive and multi-channel marketing / William J. Hauser and Dale M. Lewison, volume editors -- v. 3. Company and customer relations / Linda M. Orr and Jon M. Hawes, volume editors -- v. 4. Integrated marketing communication / Deborah L. Owens and Douglas R. Hausknecht, volume editors.
target_audience Other
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title Marketing in the 21st century
title_alt Marketing in the twenty-first century.
title_display Marketing in the 21st century
title_full Marketing in the 21st century [electronic resource] / Bruce D. Keillor, general editor
title_short Marketing in the 21st century
title_sort marketing in the 21st century