The New Global Marketing Reality

The New Global Marketing Reality

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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.For example, there are now more Subway sandwich outlets in the USA than there are McDonalda#39;s. ... This is from the company that had written the operating manual on fast-food standardization, including its fries and hamburgers, its decor, anbsp;...

Title:The New Global Marketing Reality
Author:Richard Brookes, Roger Palmer
Publisher:Palgrave Macmillan - 2003-10-10


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