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.
- ISBN13 9781349509799
- Publish Date 1 January 2004 (first published 10 October 2003)
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Edition Softcover reprint of the original 1st ed. 2004
- Format Paperback
- Pages 292
- Language English