Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years. This selection of papers from "Long Range Planning - The International Journal of Strategic Management" reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is a holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future.
| ISBN: | 9780080425726 |
| Publication date: | 25th August 1995 |
| Author: | Malcolm McDonald |
| Publisher: | Pergamon Press an imprint of Emerald Group Publishing Limited |
| Format: | Hardback |
| Pagination: | 278 pages |
| Series: | The Best of Long Range Planning |
| Genres: |
Sales and marketing Management and management techniques |