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The New Global Marketing Reality

by R. Brookes
Save 35% Save 35%
Current price ₹3,672.00
Original price ₹5,649.00
Original price ₹5,649.00
Original price ₹5,649.00
(-35%)
₹3,672.00
Current price ₹3,672.00

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Book cover type: Paperback
  • ISBN13: 9781349509799
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Palgrave MacMillan
  • Publication Date:
  • Pages: 292
  • Original Price: EUR 49.99
  • Language: English
  • Edition: Softcover Repri
  • Item Weight: 454 grams
  • BISAC Subject(s): Management and Marketing / General

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.

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.

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