Recent studies, research, and writings by leading marketing theorists and practitioners indicate that the global financial crisis, whose negative effects began to emerge in early 2009, requires all business organizations to pay special and exceptional attention to a number of core, cash-generating marketing operations.

Professor Philip Kotler and his colleague Professor David Jobber, two of the world's most prominent marketing figures, argue that the sound and tight management of basic marketing activities and operations—such as personal selling (characterized by dynamism and immediate feedback), international e-marketing (characterized by high effectiveness and efficiency, low costs, and profit maximization), and e-commerce (the primary revenue generator for organizations that engage in it and know how to leverage it)—is crucial. Proper management of these three operations and activities is capable of shielding many organizations from the negative consequences and repercussions of the suffocating financial crisis that has begun to affect organizations of all types.

Based on the convictions of these marketing pioneers and thinkers, the idea for this valuable book was conceived. It consists of three main chapters supported by practical questions for discussion, analysis, and inference.

In the first chapter, we discuss the management of personal selling operations and activities, shedding light on how to manage and direct this important marketing effort to generate more revenue and profits.

We then move on to discuss and analyze methods for managing international e-marketing operations and activities. We have dedicated the entire second chapter to how to leverage internet technologies and other networks to penetrate global markets and reduce local market risks.

In the third chapter, our focus is on managing e-commerce operations and activities. These are profit-generating operations because they are built on sound foundations and well-crafted strategies to ensure customer satisfaction, in addition to achieving cost savings for organizations that practice e-commerce correctly.

• Weight: 0.55 kg
• Dimensions: 17 × 24 cm
• ISBN: 978-9957-12-305-5