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This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.

Political philosophy. Social philosophy --- International relations. Foreign policy --- Developing countries: economic development problems --- Marketing --- Programming --- Information systems --- MIS (management informatie systeem) --- bedrijfseconomie --- marketing --- globalisering --- informatica management --- Marketing. --- Management information systems. --- Globalization. --- Markets. --- Business Information Systems. --- Emerging Markets/Globalization. --- Màrqueting --- Estudis de mercat --- Globalització (Economia) --- Gestió de la informació --- Globalització de l'economia internacional --- Internacionalització (Economia) --- Internacionalització de l'economia --- Mundialització (Economia) --- Mundialització de l'economia --- Economia internacional --- Globalització --- Deslocalització industrial --- Integració econòmica --- Anàlisi de mercat --- Anàlisi del mercat --- Informes de mercat --- Investigació comercial --- Investigació de mercat --- Prospecció comercial --- Enquestes de consum --- Conducta dels consumidors --- Sondejos d'opinió --- Comercialització --- Anàlisi conjunt (Màrqueting) --- Cicle de vida del producte --- Codificació de productes --- Construcció de marca (Màrqueting) --- Diferenciació de productes --- Fidelització dels clients --- Llotges de comerç --- Màrqueting bancari --- Màrqueting ecològic --- Màrqueting internacional --- Màrqueting de relacions --- Màrqueting directe --- Màrqueting industrial --- Màrqueting per Internet --- Màrqueting social --- Màrqueting territorial --- Màrqueting turístic --- Marxandatge --- Política de preus --- Productes nous --- Ciències empresarials --- Gestió de vendes --- Venda --- Public markets --- Commerce --- Fairs --- Market towns --- Gestió dels recursos d'informació --- Infonomia --- IRM --- Administració --- Sistemes d'informació --- Gestió electrònica de documents --- Sistemes de gestió de continguts --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Computer-based information systems --- EIS (Information systems) --- Executive information systems --- MIS (Information systems) --- Sociotechnical systems --- Information resources management --- Management --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Communication systems

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Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in business-to-customer (B2C) marketing over the last three decades In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee–customer engagement theories and strategies In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, and CIV models In Chapter 7, we first discuss brand equity from the firm's perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty In Chapter 8, we discuss the linkage between corporate reputation and customer–brand relationship In Chapter 9, we discuss the ethical foundations of customer relationship marketing In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities

Customer relations --- Relationship marketing. --- Customer relations. --- Management.