The New Global Marketing Reality

by R. Brookes, R. Palmer

Overview

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.

Product Details

ISBN-13:	9781349509799
Publisher:	Palgrave Macmillan UK
Publication date:	01/01/2004
Edition description:	Softcover reprint of the original 1st ed. 2004
Pages:	292
Product dimensions:	5.98(w) x 9.02(h) x (d)

About the Author

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.

Table of Contents

Introduction Understanding Business Today Explanations of Marketing: Evolving, Changing or Competing The New Business Reality Growth and Value Finding and Creating Advantage Organizational Transformation Contemporary Marketing Practice and the Five Changes Pluralism in Marketing Practice Strategic Change