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