The New Global Marketing Reality
Description
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities.
Keywords
Business & EconomicsMarketingManagementSales & SellingAdvertising & Promotion
2003Book
Author(s)Brookes, Richard
PublisherPalgrave Macmillan UK
ISBN9781403905208
LanguageEnglish
