Marketing in the 21st Century : Concepts, Challenges and Imperatives

Kyambalesa, Henry

Routledge（2018/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
• 言語 ENG
• 商品コード 9781138707696
• DDC分類 658.8

Full Description

This title was first published in 2000: 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.

Contents

Preface 1 The Marketing Function 1.1 The Nature of Marketing 1.2 The Internet and WWW 1.3 Marketing Management 1.4 A Fresh Look at Promotion 1.5 BEYOND THE MARKETING CONCEPT 1.6 A SUMMING UP 2 THE CHANGING BUSINESS ENVIRONMENT 2.1 CHALLENGES FOR MARKETERS 2.2 How TO AVOID TRAGEDIES 2.3 A SUMMING UP 3 Culture in Cross-Border Marketing 3.1 Cross-Border Operations 3.2 Risks in Foreign Markets 3.3 Measuring Cultural Risk 3.4 Using Cultural Risk Scores 3.5 A Summing Up 4 The Japanese Challenge 4.1 Japanese v. Western Systems4.2 Sources of the Differences 4.3 Implication for Marketers 4.4 A Summing Up 5 The Role of Governments 5.1 Rationale for Involvement 5.2 Industrial and Trade Strategy 5.3 Fostering Private Investment 5.4 Local and Foreign Markets 5.5 External Debt Resolution 5.6 Tending to Social Issues 5.7 Government Structure.