Marketing in the 21st Century and Beyond: Timeless Strategies for Success

(Hardback)

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Description

This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational successall in a single volume. Marketing in the 21st Century and Beyond: Timeless Strategies for Success contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. The book is organized around four key areas of marketing: company and customer relations, integrated marketing communications, interactive and multi-channel marketing, and global marketing. Each of these broad categories is addressed in a manner that allows the reader to thoroughly explore the subject or hone in on a specific topic covered in the individual chapters. The work is particularly unique in its treatment of interactive marketing and social media. A valuable resource in its entirety or as a topical academic reference, this book is invaluable to business professionals of all levels and appropriate for an MBA-level course text.

Reviews

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. * Choice *

Author Bio

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.