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THE NEW GLOBAL MARKETING REALITY

ROGER PALMER

2004

BOOK
Category

INTERNATIONAL MARKETING

Abstract 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.

ISBN 1403905207
Author(s) ROGER PALMER
Credits
Edition 1ST ED.
Year 2004
Publisher PALGRAVE
Type BOOK
Keywords INTERNATIONAL MARKETING
Language English
Collation 292 P., 18CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 3 No A