At head of title: American Marketing Association.

Includes bibliographical references and index.

New product innovation : new approaches for the new marketplace / Thomas D. Kuczmarski -- Mass customization : an emerging model for emerging markets / B. Joseph Pine II -- Strategies for making green a competitive edge / Jacquelyn A. Ottman -- Enviropreneurial marketing / P. Rajan Varadarajan -- Meeting the supervalue challenge / Philip Kotler -- Creativity in marketing / Arthur B. VanGundy -- Brainwriting : what to do when there's not a cloud in the brainstorming sky / Greg Goodman -- The future of positioning / Jack Trout and Al Ries -- The new role of public relations and marketing / Harold A. Bergen -- Crisis management : Getting it right when "things" go wrong / Alan K. Leahigh -- 800 service : the next 25 years / Shaun P. Gilmore -- Electronic marketing 2000 / Cecil C. Hoge, Sr. -- Proactive servicing for competitive advantage / Richard J. Chvala -- The hierarchy of customer satisfaction / Michael Herrington -- Perception is still all there is : getting the customer in focus / Allen R. Paison and Jeffrey W. Marr -- Internal marketing : building customer satisfaction from the inside out / Sybil F. Stershic -- Service blueprinting / G. Lynn Shostack -- Channel management 2000 / John T. Mentzer -- Wholesaling : new ways of selling, new forces and challenges / Adel I. El-Ansary -- Export/import marketing : lessons for domestic markets / Michael R. Czinkota -- List management : what it is, what it's not / Ken Bieschke -- Professional selling for the year 2000 : forces and trends / Gregg Baron -- Collaborative selling : the future of the sales process / Tony Alessandra -- Business marketing 2000 : the marketing millennium flowers / Bob Donath -- Telemarketing / Steven F. Walker -- Marketing strategy : setting the course for the new century / Larry G. Chiagouris -- Winning the marketing war / Gerald A. Michaelson -- The new marketing strategy : enhancing the future / J. Raymond Lewis -- Category management : a marketing concept for changing times / Doug Adams -- The many views of integrated marketing communications / Don E. Schultz -- Aftermarketing : the importance of retention marketing / Tarry G. Vavra -- Frequency marketing : making the most of your customer base / Richard G. Barlow -- Marketing training beyond 2000 / Richard J. Chvala -- Ethics builds trust in marketing relationships / O.C. Ferrell -- Improving marketing productivity / Jagdish N. Sheth and Rajendra Sisodia -- Tapping the mature market / Robert S. Menchin -- The moving target : a guide to reaching the women's market / Rena Bartos -- Technology marketing grows up / Kate Bertrand -- Sports marketing / Howard Schlossberg -- Yield management : a strategic tool for the travel industry / Barry Smith -- Electric utility marketing / Jerry J. Neal -- The changing seasons of marketing / Judith Waldrop -- Efficient consumer response : retailers' new competitive weapon / Doug Adams -- Multivariate statistics / Gary M. Mullet -- Marketing dialects / Frank V. Cespedes --Quality management in marketing / Philip B. Crosby -- Quality function deployment / John R. Hauser -- ISO 9000 / Harold J. Streudel and Michael V. Scherman -- Zero-defect marketing systems / Allan J. Magrath -- Benchmarking / C. Jackson Grayson, Jr.

"Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity." "The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present."--Jacket.

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Необхідна авторизація на https://openlibrary.org/ (створення облікового запису безкоштовно)