The future of marketing: critical 21st century perspectives
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Houndmills, Basingstoke, Hampshire
Palgrave Macmillan
2003
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 180-189) and index |
| Beschreibung: | xxi, 196 p. ill. : 23 cm |
| ISBN: | 0333992865 |
Internformat
MARC
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| 245 | 1 | 0 | |a The future of marketing |b critical 21st century perspectives |c edited by Philip J. Kitchen |
| 264 | 1 | |a Houndmills, Basingstoke, Hampshire |b Palgrave Macmillan |c 2003 | |
| 300 | |a xxi, 196 p. |b ill. : 23 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 180-189) and index | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Toekomstverwachtingen |2 gtt | |
| 650 | 4 | |a Marketing -- Forecasting | |
| 650 | 4 | |a Twenty-first century -- Forecasts | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of Figures ix
List of Tables xi
Notes on the Contributors xii
Acknowledgements xx
List of Abbreviations xxi
1 Editorial Stance on the Future of Marketing:
Critical 21st century Perspectives 1
Philip J. Kitchen
2 Redesigning Marketing to Fit a Different Marketplace 12
Don E. Schultz
3 Rethinking the Value Concept in Marketing 41
W. Fred van Raaij and Theo Poiesz
4 Knowledge Transfer through Marketing Textbooks:
The Howard and Sheth Buyer Behaviour
Typology as a Case in Point 59
Walter van Waterschoot and Els Gilbrecht
5 Professionalism in Marketing: An Oxymoron? 82
Michael Thomas
6 How Clients Can Improve their Advertising by
Improving their Decision Making 98
John Philip Jones
vii
viii CONTENTS
7 Corporate Branding: The Marketing Perspective 113
Cees van Riel and Guido Berens
8 Let s Do the Time Warp Again: A Marketing
Manifesto for Retro Revolutionaries 125
Stephen Brown
9 The Future of Marketing 140
Jagdish N. Sheth and Rajendra S. Sisodia
10 Drawing the Strands Together 163
Philip J. Kitchen
11 A Meeting of Minds 173
Philip J. Kitchen
References 180
Index 190
List of figures
2.1 Product driven marketing system 15
2.2 Product and distribution marketer charts 17
2.3 Customer driven marketing system 18
2.4 The marketing diagonal 20
2.5 Customer management structure 23
2.6 Interactive marketing communication model 27
2.7 Customer marketplace 29
2.8 Customer initiated communication model 29
2.9 Traditional advertising based view of
communications 33
2.10 Marketing mix model 35
2.11 Parsing out incremental returns 36
2.12 Promotion and media spending in the
Los Angeles market 36
2.13 What customers are worth 38
2.14 Closed loop systems 39
3.1 The marketing spirals 48
3.2 The value matrix 53
4.1 Graphical representation of a three dimensional
Howard and Sheth discussion 67
5.1 Mutual determinants of social trustee, civic
professionalism 93
6.1 Ad households and adless households 107
6.2 Range of short term advertising strength effects 108
7.1 Bayer s positioning as an innovative, high quality
company 117
7.2 Johnson Johnson s Credo 118
7.3 Conditions that can strengthen or weaken the influence
of corporate brand associations 120
ix
X LIST OF FIGURES
9.1 The fundamental shift in marketing 143
9.2 The strategic advantage of customer centred
marketing 146
9.3 Customer centred marketing: antecedents 148
9.4 Customer centred marketing focuses on end user
value 150
9.5 Product versus customer centred marketing 151
9.6 Customer centred marketing requires automation
and integration 152
9.7 Emergence of CRM and e business 155
9.8 Customer centred marketing requires P L
accountability 156
9.9 Emerging issues confronting customer centred
marketing 161
List of tables
4.1 Formal definitions of the categories of the Howard and
Sheth typology 64
4.2 Overview of reliability scores 68
4.3 Contents of the Howard and Sheth discussions
(Judges consensus evaluation) 70
5.1 An ideal typical contrast between mechanical,
market driven professionalism and social trustee,
civic professionalism 86
6.1 Leading US advertisers: net income compared with
advertising expenditure 104
xi
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| indexdate | 2024-07-09T19:04:04Z |
| institution | BVB |
| isbn | 0333992865 |
| language | English |
| lccn | 2002029402 |
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| spelling | The future of marketing critical 21st century perspectives edited by Philip J. Kitchen Houndmills, Basingstoke, Hampshire Palgrave Macmillan 2003 xxi, 196 p. ill. : 23 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 180-189) and index Marketing gtt Toekomstverwachtingen gtt Marketing -- Forecasting Twenty-first century -- Forecasts Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Kitchen, Philip J. Sonstige oth http://www.loc.gov/catdir/description/hol031/2002029402.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009920579&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The future of marketing critical 21st century perspectives Marketing gtt Toekomstverwachtingen gtt Marketing -- Forecasting Twenty-first century -- Forecasts Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4143413-4 |
| title | The future of marketing critical 21st century perspectives |
| title_auth | The future of marketing critical 21st century perspectives |
| title_exact_search | The future of marketing critical 21st century perspectives |
| title_full | The future of marketing critical 21st century perspectives edited by Philip J. Kitchen |
| title_fullStr | The future of marketing critical 21st century perspectives edited by Philip J. Kitchen |
| title_full_unstemmed | The future of marketing critical 21st century perspectives edited by Philip J. Kitchen |
| title_short | The future of marketing |
| title_sort | the future of marketing critical 21st century perspectives |
| title_sub | critical 21st century perspectives |
| topic | Marketing gtt Toekomstverwachtingen gtt Marketing -- Forecasting Twenty-first century -- Forecasts Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Toekomstverwachtingen Marketing -- Forecasting Twenty-first century -- Forecasts Aufsatzsammlung |
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