| Description |
x, 348 p. : ill. ; 24 cm. |
| Note |
At head of title: American Marketing Association |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
New product innovation : new approaches for the new marketplace / T. D. Kuczmarski -- Mass customization : an emerging model for emerging markets / B. J. Pine II -- Strategies for making green a competitive edge / J. A. Ottman -- Enviropreneurial marketing / P. R. Varadarajan -- Meeting the supervalue challenge / P. Kotler -- Creativity in marketing / A. B. VanGundy -- Brainwriting : what to do when there's not a cloud in the brainstorming sky / G. Goodman -- The future of positioning / J. Trout and A. Ries -- The new role of public relations and marketing / H. A. Bergen -- Crisis management : Getting it right when "things" go wrong / A. K. Leahigh -- 800 service : the next 25 years / S. P. Gilmore -- Electronic marketing 2000 / C. C. Hoge, Sr. -- Proactive servicing for competitive advantage / R. J. Chvala -- The hierarchy of customer satisfaction / M. Herrington -- Perception is still all there is : getting the customer in focus / A. R. Paison and J. W. Marr -- Internal marketing : building customer satisfaction from the inside out / S. F. Stershic -- Service blueprinting / G. L. Shostack -- Channel management 2000 / J. T. Mentzer -- Wholesaling : new ways of selling, new forces and challenges / A. I. El-Ansary-- Export/import marketing : lessons for domestic markets / M. R. Czinkota -- List management : what it is, what it's not / K. Bieschke -- Professional selling for the year 2000 : forces and trends / G. Baron -- Collaborative selling : the future of the sales process / T. Alessandra -- Business marketing 2000 : the marketing millennium followers / B. Donath -- Telemarketing / S. F. Walker -- Marketing strategy : setting the course for the new century / L. G. Chiagouris -- Winning the marketing war / G. A. Michaelson -- The new marketing strategy : enhancing the future / J. R. Lewis -- Category management : a marketing concept for changing times / D. Adams -- The many views of integrated marketing communications / D. E. Schultz -- Aftermarketing : the importance of retention marketing / T. G. Vavra -- Frequency marketing : making the most of your customer base / R. G. Barlow -- Marketing training beyond 2000 / R. J. Chvala -- Ethics builds trust in marketing relationships / O. C. Ferrell -- Improving marketing productivity / J. N. Sheth and R. Sisodia -- Tapping the mature market / R. S. Menchin -- The moving target : a guide to reaching the women's market / R. Bartos -- Technology marketing grows up / K. Bertrand -- Sports marketing / H. Schlossberg -- Yield management : a strategic tool for the travel industry / B. Smith -- Electric utility marketing / J. J. Neal -- The changing seasons of marketing / J. Waldrop -- Efficient consumer response : retailers' new competitive weapon / D. Adams -- Multivariate statistics / G. M. Mullet -- Marketing dialects / F. V. Cespedes -- Quality management in marketing / P. B. Crosby -- Quality function deployment / J. R. Hauser -- ISO 9000 / H. J. Streudel and M. V. Scherman -- Zero-defect marketing systems / A. J. Magrath -- Benchmarking / C. J. Grayson, Jr. |
| Subject |
Marketing -- Management -- Forecasting.
|
| Added Author |
Heilbrunn, Jeffrey.
|
|
American Marketing Association.
|
| Added Title |
American Marketing Association marketing encyclopedia |
| Spine Title |
AMA marketing encyclopedia |
| ISBN |
0844235938 |
|
