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Palgrave Macmillan

The New Global Marketing Reality

  • Book
  • © 2004

Overview

Authors:
  1. Richard Brookes
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  2. Roger Palmer
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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xii
    Download chapter PDF

  2. Introduction

    • Richard Brookes, Roger Palmer
    Pages 1-17

  3. Understanding Business Today

    • Richard Brookes, Roger Palmer
    Pages 19-43

  4. Explanations of Marketing: Evolving, Changing or Competing?

    • Richard Brookes, Roger Palmer
    Pages 45-70

  5. The New Business Reality

    • Richard Brookes, Roger Palmer
    Pages 71-97

  6. Growth and Value

    • Richard Brookes, Roger Palmer
    Pages 99-127

  7. Finding and Creating Advantage

    • Richard Brookes, Roger Palmer
    Pages 129-153

  8. Organizational Transformation

    • Richard Brookes, Roger Palmer
    Pages 155-181

  9. Contemporary Marketing Practice and the Five Changes Challenge

    • Richard Brookes, Roger Palmer
    Pages 183-210

  10. Pluralism in Marketing Practice

    • Richard Brookes, Roger Palmer
    Pages 211-235

  11. The Future of Marketing

    • Richard Brookes, Roger Palmer
    Pages 237-262

  12. Back Matter

    Pages 263-292
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Keywords

About this book

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.

About the authors

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.

Bibliographic Information

  • Book Title: The New Global Marketing Reality

  • Authors: Richard Brookes, Roger Palmer

  • DOI: https://doi.org/10.1057/9780230508576

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2004

  • Hardcover ISBN: 978-1-4039-0520-8Published: 10 October 2003

  • Softcover ISBN: 978-1-349-50979-9Published: 01 January 2004

  • eBook ISBN: 978-0-230-50857-6Published: 09 October 2003

  • Edition Number: 1

  • Number of Pages: XII, 292

  • Topics: Marketing, Management

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