The New Global Marketing Reality

by Richard Brookes, Roger Palmer, R. Brookes

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 1349509795
• ISBN13: 9781349509799
• Release Date: January 2004
• Publisher: Palgrave MacMillan
• Length: 292 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.7" x 6.0" x 9.0"