Buch, Englisch, 292 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 454 g
ISBN: 978-1-349-50979-9
Verlag: Palgrave MacMillan UK
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.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
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