The New Global Marketing Reality

Brookes, R.; Palmer, R.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2003-10-10

Format: Hardcover

ISBN-13: 9781403905208

DOI: 10.1057/9780230508576

Dimensions: 229cm x152cm

Pages: 292