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The New Global Marketing Reality

The New Global Marketing Reality

Regular price $101.97
  • ISBN-13: 9781349509799
  • Publisher: Palgrave Macmillan
  • Release Date: Jan 22, 2016
  • Edition: Softcover reprint of the original 1st ed. 2004
  • Pages: 292 pages
  • Dimensions: 0.0 x 0.0 x 0.0 inches


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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