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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Grouping Information

Grouped Work ID 68009d4d-a6ae-e315-c09d-8b9cb0d3655a
Grouping Title marketing in the 2first century
Grouping Author bruce d keillor
Grouping Category book
Last Grouping Update 2018-08-06 04:40:45AM
Last Indexed 2018-08-19 04:57:55AM

Solr Details

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id 68009d4d-a6ae-e315-c09d-8b9cb0d3655a
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primary_isbn 9780313086434
publishDate 2007
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series Praeger perspectives
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title_display Marketing in the 21st century
title_full Marketing in the 21st century / Bruce D. Keillor, general editor
title_short Marketing in the 21st century