Marketing in the 21st century : concepts, challenges, and imperatives
著者
書誌事項
Marketing in the 21st century : concepts, challenges, and imperatives
Ashgate, c2000
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Marketing in the twenty-first century
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.
目次
- Part 1 The marketing function: the nature of marketing
- the Internet and WWW
- marketing management
- a fresh look at promotion
- marketing in the 21st century
- beyond the marketing concept
- a summing up. Part 2 The changing business environment: challenges for marketers
- how to avoid tragedies
- a summing up. Part 3 Culture in cross-border marketing: cross-border operations
- risks in foreign markets
- measuring cultural risk
- using cultural risk scores
- a summing up. Part 4 The Japanese challenge: Japanese versus Western systems
- sources of the differences
- implication for marketers
- a summing up. Part 5 The role of governments: rationale for involvement
- industrial and trade strategy
- fostering private investment
- local and foreign markets
- external debt resolution
- tending to social issues
- government structure
- a summing up.
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