Marketing in the 21st Century

Henry Kyambalesa is an independent researcher and consultant in Business and Management based in Denver, USA. He has worked as a lecturer in Business Administration in the School of Business at the Copperbelt University in Zambia, where he also held adjunct positions as Assistant Dean and Careers Counsellor and Placement Officer. He has also worked at the Zambia Institute of Technology (now incorporated into the Copperbelt University) as a part-time lecturer in Economics, Statistics and Marketing, and at Mindolo Ecumenical Foundation in Zambia as a guest lecturer in Supervision, Production Management and Management Development. Besides, he has worked as a salaries accountant and as an Examining Officer in Zambia’s Ministry of Finance and the Department of Customs and Excise, respectively.

• 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.