This book examines the key marketing issues for the coming decade. The creation of an integral marketing culture with an international perspective is a major challenge for any business, especially those operating in Europe. Common concerns are divided into three inter-related areas: the stimulus to change and the organizational responses; marketing strategies and the challenge of international competition; and the exploitation of IT and market information as a competitive advantage.
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Book Description Addison-Wesley, 1993. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0201631911
Book Description Addison-Wesley, 1993. Hardcover. Book Condition: New. book. Bookseller Inventory # M0201631911