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The New Global Marketing Reality

Richard Brookes

3.5/5 ( ratings)

Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketers and provides guidance for those who are implementing change processes to improve value creation capabilities.

Language: English

Pages: 320

Format: Hardcover

Publisher: Palgrave Macmillan

Release: January 17, 2004

ISBN: 1403905207

ISBN 13: 9781403905208

The New Global Marketing Reality

Richard Brookes

3.5/5 ( ratings)

Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketers and provides guidance for those who are implementing change processes to improve value creation capabilities.

Language: English

Pages: 320

Format: Hardcover

Publisher: Palgrave Macmillan

Release: January 17, 2004

ISBN: 1403905207

ISBN 13: 9781403905208

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