The New Global Marketing Reality

Richard W. Brookes · Roger A. Palmer

21 citations0/0 files storedPalgrave Macmillan UK eBooks

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Marketing and Advertising Strategies International Business and FDI Consumer Behavior and Market Dynamics

Abstract

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

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1963The Structure of Scientific Revolutions 1984A resource‐based view of the firm 1994The Commitment-Trust Theory of Relationship Marketing 1983Culture's Consequences: International Differences in Work-Related Values.1985Competitive Advantage: Creating and Sustaining Superior Performance 1997The Tacit Dimension 1992The balanced scorecard : measures that drive performance 1993Discourse and Social Change.

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2008Do different marketing practices require different leadership styles? An exploratory study 2007The transaction‐relational continuum: conceptually elegant but empirically denied

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