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Contemporary global marketing - R. Brookes
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Title
Contemporary global marketing
Contemporary global marketing
Author
R. Brookes
R. Brookes
format
Hardback
Hardback
Publisher
Palgrave Macmillan
Palgrave Macmillan
Language
English
English
UK Publication Date
20031010
20031010
Description
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.
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