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Marketing encyclopedia: issues and trends shaping the future

"Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity." "The AMA Marketing Encyclopedia: Issues and Trends S...

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Bibliographische Detailangaben
Körperschaft:	American Marketing Association (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chicago, Ill. American Marketing Assoc. u.a. 1995
Schlagworte:	Marketing - Encyclopédies Marketing Marketing > Encyclopedias Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Zusammenfassung:	"Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity." "The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present."--BOOK JACKET.
Beschreibung:	Nebentitel: AMA marketing encyclopedia
Beschreibung:	VII, 348 S. Ill., graph. Darst.
ISBN:	0844235938

Internformat

MARC


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Datensatz im Suchindex

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adam_text	CONTENTS FOREWORD IX SECTION 1 NEW PRODUCTS AND SERVICES 1 1 NEW PRODUCT INNOVATION: NEW APPROACHES FOR THE NEW MARKETPLACE 3 THOMAS D. KUCZMARSKI 2 MASS CUSTOMIZATION: AN EMERGING MODEL FOR EMERGING MARKETS 7 B. JOSEPH PINE II 3 STRATEGIES FOR MAKING GREEN A COMPETITIVE EDGE 1 1 JACQUELYN A. OTTMAN 4 ENVIROPRENEURIAL MARKETING 17 P. RAJAN VARADARAJAN 5 MEETING THE SUPERVALUE CHALLENGE 25 PHILIP KOTLER SECTION II CREATIVE COMMUNICATIONS 29 6 CREATIVITY IN MARKETING 3 1 ARTHUR B. VANGUNDY 7 BRAINWRITING: WHAT TO DO WHEN THERE S NOT A CLOUD IN THE BRAINSTORMING SKY 40 GREG GOODMAN III IV CONTENTS 8 THE FUTURE OF POSITIONING 49 JACK TROUT AND AL RIES 9 THE NEW ROLE OF PUBLIC RELATIONS AND MARKETING 53 HAROLD A. BERGEN 10 CRISIS MANAGEMENT: GETTING IT RIGHL WHEN THINGS GO WRONG 59 ALAN K. LEAHIGH 1 1 800 SERVICE: THE NEXT 25 YEARS SHAUN P. CILMORE 12 ELECTRONIC MARKETING 2000 CECIL C. HOGE, SR. SECTION III CUSTOMER SERVICE STRATEGIES 79 13 PROACTIVE SERVICING FOR COMPETITIVE ADVANTAGE 81 RICHARD J. CHVALA 14 THE HIERARCHY OF CUSTOMER SATISFACTION 85 MICHAEL HERRINGTON 15 PERCEPTION IS STILL ALL THERE IS: GETTING THE CUSTOMER IN FOCUS 93 ALLEN R. PAISON AND JEFFREY W. MARR 16 INTERNAL MARKETING: BUILDING CUSTOMER SATISFACTION FROM THE INSIDE OUT 101 SYBIL F. STERSHIC 17 SERVICE BLUEPRINTING 107 ( . LYNN SHOSTACK SECTION IV MARKETING CHANNELS AND SELLING SYSTEMS 115 18 CHANNEL MANAGEMENT 2000 JOHN T. MENTZER CONTENTS V 19 WHOLESALING: NEW WAYS OF SELLING, NEW FORCES AND CHALLENGES 122 ADEL I. EL-ANSARY 20 BXPORT/IMPORT MARKETING: LESSONS FOR DOMESTIC MARKETS 127 MICHAEL K. C/.INKOTA 21 LIST MANAGEMENT: WHAT IT IS, WHAT IT S NOT 133 KEN IFIESCHKE 22 PROFESSIONAL SELLING FOR THE YEAR 2000: FORCES AND TRENDS 139 GREGG BARON 23 COLLABORATIVE SELLING: THE FUTURE OF THE SALES PROCESS 144 TONY ALESSANDRA 24 BUSINESS MARKETING 2000: THE MARKETING MILLENNIUM FLOWERS 151 BOH DONATH 25 TELEMARKETING 159 STEVEN F. WALKER SECTION V STRATEGIC MARKETING MANAGEMENT 163 26 MARKETING STRATEGY: SETTING THE COURSE FOR THE NEW CENTURY 165 LARRY G. CHIAGOURIS 27 WINNING THE MARKETING WAR 169 GERALD A. MICHACLSON 28 THE NEW MARKETING STRATEGY: ENHANCING THE FUTURE 175 J. RAYMOND LEWIS 29 CATEGORY MANAGEMENT: A MARKETING CONCEPT FOR CHANGING TIMES 181 DOUG ADAMS 30 THE MANY VIEWS OF INTEGRATED MARKETING COMMUNICATIONS 190 DON K. SCHULTZ 31 ALTERNIARKETING: THE IMPORTANCE OF RETENTION MARKETING 195 TARRY G. VAVRA VI CONTENTS 32 FREQUENCY MARKETING: MAKING THE MOST OF YOUR CUSTOMER BASE 200 RICHARD G. BARLOW 33 MARKETING TRAINING BEYOND 2000 RICHARD .1. CHVALA 34 LITHICS BUILDS TRUST IN MARKETING RELATIONSHIPS 212 O. C. FERRELL 35 IMPROVING MARKETING PRODUCTIVITY 217 JAGDISH N. SHETH AND RAJENDRA SISODIA SECTION VI MICROMARKETS AND MICROMARKETING 239 36 TAPPING THE MATURE MARKET 241 ROBERT S. MENCHIN 37 THE MOVING TARGET: A GUIDE TO REACHING THE WOMEN S MARKET 248 RENA BARTOS 38 TECHNOLOGY MARKETING GROWS UP 255 KATE BERTRAND 39 SPORTS MARKETING 258 HOWARD SCHLOSSBERG 40 YIELD MANAGEMENT: A STRATEGIC TOOL FOR THE TRAVEL INDUSTRY 261 BARRY SMITH 41 ELECTRIC UTILITY MARKETING 266 JERRY J. NEAL 42 THE CHANGING SEASONS OF MARKETING 271 JUDITH WALDROP SECTION VII INFORMATION COLLECTION AND ANALYSIS 275 43 EFFICIENT CONSUMER RESPONSE: RETAILERS NEW COMPETITIVE WEAPON 277 DOUG ADAMS CONTENTS VII 44 MULIIVARIATE STATISTICS 284 GARY M. MULLET 45 MARKETING DIALECTS 290 FRANK V. CESPEDCS SECTION VII TOTAL QUALITY MANAGEMENT AND THE FUTURE OF MARKETING 297 46 QUALITY MANAGEMENT IN MARKETING 299 PHILIP B. CROSBY 47 QUALITY FUNCTION DEPLOYMENT 303 JOHN R. HAUSER 48 ISO 9000 308 HAROLD J. STEUDCL AND MICHAEL V. SCHERMAN 49 ZERO-DEFECT MARKETING SYSTEMS 316 ALLAN J. MAGRATH 50 BENCHMARKING 324 C. JACKSON (JRAYSON, JR. ABOUT THE CONTRIBUTORS 329 INDEX 341 ABOUT THE EDITOR 349
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spelling	Marketing encyclopedia issues and trends shaping the future Jeffrey Heilbrunn, ed. American Marketing Association Chicago, Ill. American Marketing Assoc. u.a. 1995 VII, 348 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Nebentitel: AMA marketing encyclopedia "Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity." "The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present."--BOOK JACKET. Marketing - Encyclopédies Marketing gtt Marketing -- Encyclopedias Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Heilbrunn, Jeffrey Sonstige oth American Marketing Association (DE-588)1002163-2 aut AMA marketing encyclopedia SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006950381&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Marketing encyclopedia issues and trends shaping the future Marketing - Encyclopédies Marketing gtt Marketing -- Encyclopedias Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4143413-4
title	Marketing encyclopedia issues and trends shaping the future
title_alt	AMA marketing encyclopedia
title_auth	Marketing encyclopedia issues and trends shaping the future
title_exact_search	Marketing encyclopedia issues and trends shaping the future
title_full	Marketing encyclopedia issues and trends shaping the future Jeffrey Heilbrunn, ed. American Marketing Association
title_fullStr	Marketing encyclopedia issues and trends shaping the future Jeffrey Heilbrunn, ed. American Marketing Association
title_full_unstemmed	Marketing encyclopedia issues and trends shaping the future Jeffrey Heilbrunn, ed. American Marketing Association
title_short	Marketing encyclopedia
title_sort	marketing encyclopedia issues and trends shaping the future
title_sub	issues and trends shaping the future
topic	Marketing - Encyclopédies Marketing gtt Marketing -- Encyclopedias Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing - Encyclopédies Marketing Marketing -- Encyclopedias Aufsatzsammlung
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