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.
| ISBN-13: | 9781403905208 |
| ISBN-10: | 1403905207 |
| Publisher: | Palgrave Macmillan UK |
| Publication date: | 2003-10-10 |
| Pages: | 292 |
| Product dimensions: | Height: 9.01573 Inches, Length: 5.98424 Inches, Weight: 1.30513659104 Pounds, Width: 0.7499985 Inches |
| Author: | R. Brookes, R. Palmer |
| Language: | en |
| Binding: | Hardcover |
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