The New Global Marketing Reality - Rilegato

Brookes, Richard; Palmer, Roger

Rilegato

ISBN 10: 1403905207 ISBN 13: 9781403905208

Casa editrice: Palgrave Macmillan, 2003

Riassunto

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.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.

Su questo libro

L'autore

Roger Palmer is with the Cranfield School of Management.

Richard Brookes is in the Department of Marketing, The University of Auckland.

Contenuti

Introduction
Understanding Business Today
Explanations of Marketing: Evolving, Changing or Competing
The New Business Reality
Growth and Value
Finding and Creating Advantage
Organizational Transformation
Contemporary Marketing Practice and the Five Changes
Pluralism in Marketing Practice
Strategic Change

Su questa edizione

• Editore: Palgrave Macmillan
• Data di pubblicazione: 2003
• ISBN 10: 1403905207
• ISBN 13: 9781403905208
• Rilegatura: Copertina rigida
• Numero di pagine: 292