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.One problem was that car makers prefer to introduce new technologies to one area at a time, in order to build on the experience gained. ... Its greater comfort and car-like driving characteristics were quickly recognized and the RAV4 has spawned the fastest growing segment in the USA. ... A centre might, say, choose Chevrolet to design an engine; if the design came up short, neither the centre nor theanbsp;...

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


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