Marketing in the 21st Century
[4 volumes]
by Bruce D. Keillor, General Editor
July 2007, 880pp, 6 1/8x9 1/4
4 volumes, Praeger

Hardcover: 978-0-275-99275-0
$227, £175, 198€, A311
Please contact your preferred distributor for pricing.
eBook Available: 978-0-313-08643-4
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A comprehensive overview of current trends, issues, ideas, and practices that are changing the dynamics of marketing—featuring contributions from a global network of leading academics and practitioners.

Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. Not surprisingly, marketing is one of the core areas of study in the hundreds of business schools and MBA programs around the world, and a vital department of virtually every business. This dynamic set showcases the most current trends, issues, ideas, and practices in marketing, especially as the field evolves in the context of globalization and advances in technology. From branding to public relations, e-tailing to customer-retention strategies, overseas expansion to promoting sports products, Marketing in the 21st Century covers the full spectrum of marketing-related issues, in their business and cultural contexts.

Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world. Volume 1, New World Marketing, provides insights and tools for conducting business internationally, with emphasis on market research, market entry, and distribution strategies, and coverage of emerging markets, including China, India, and Eastern Europe. Volume 2, Interactive and Multi-Channel Marketing, explores the impact of new technologies on acquiring and retaining customers, including discussion of direct and interactive marketing techniques, customer data analysis, and ethics in marketing. Volume 3, Company and Customer Relations, deals with such issues as reputation and trust building, relationship marketing, sales management, and customer privacy. Volume 4, Integrated Marketing Communication, covers consumer demographics, multi-media communication strategies, and micromarketing. Collectively, these volumes represent the state of the art in the field. They are an essential resource for anyone studying, teaching, researching, or practicing the art and science of marketing.


"Keillor is general editor for this four-volume set, which is intended as a comprehensive overview of contemporary marketing. Each volume has a unique set of topic editors responsible for compiling contributions written by a variety of experts from academia and the business world. Volume 1, New World Marketing, discusses issues related to emerging markets, managing world markets, and keeping customers in mind. Volume 2, Interactive and Multi-channel Marketing, shifts focus to direct marketing with emphasis on various options to directly deal with customers. In volume 3, Company and Customer Relations, the focus is on building customer relationships. Discussion here mainly deals with how the sales force functions as the front line in customer relationship management. One intriguing chapter deals with the issue of disengaging from certain customers. The final volume, Integrated Marketing Communication, is divided into two parts; one deals with consumer behavior and the other with promotion.... The real value of the set is its broad overview and the practical implications provided for practitioners. Recommended. Collections serving practitioners."—Choice, March 1, 2008

"Keillor....has produced a unique set among the materials on modern marketing-no other encyclopedic work currently available offers the same level of detail or scope. All four volumes focus on a subtopic of marketing....[e]ach volume could stand on its own as a textbook but also be used by practitioners looking to bone up on industry theory. Written by experts, the chapters adhere to a similar format: an overview of a topic is followed by a detailed discussion, charts and graphs where applicable, and a detailed bibliography. Each volume also contains its own index, which further adds to its standalone value....Recommended for public libraries with large business collections and academic libraries supporting business programs."—Library Journal, October 15, 2007

"Each of the four volumes of this resource focuses on different aspects of marketing, with chapters written by 18 academics, most of them based in the U.S., 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."—Reference & Research Book News, November 1, 2007
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