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About this book
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.
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Table of contents (10 chapters)
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Front Matter
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Back Matter
About the authors
RICHARD BROOKES is Associate Professor in the Department of Marketing at the University of Auckland, New Zealand.
ROGER PALMER is in the Marketing and Logistics Group at Cranfield School of Management.
ROGER PALMER is in the Marketing and Logistics Group at Cranfield School of Management.
Bibliographic Information
Book Title: The New Global Marketing Reality
Authors: Richard Brookes, Roger Palmer
DOI: https://doi.org/10.1057/9780230508576
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2004
Hardcover ISBN: 978-1-4039-0520-8Published: 10 October 2003
Softcover ISBN: 978-1-349-50979-9Published: 01 January 2004
eBook ISBN: 978-0-230-50857-6Published: 09 October 2003
Edition Number: 1
Number of Pages: XII, 292
Topics: Marketing, Management