The New Global Marketing Reality

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.

Autorentext
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.

Inhalt
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