The Marketing Challenge (Economist Intelligence Unit)

by Laura Mazur (Author), Annik Hogg (Author)

• Used

  Hardcover
  1993

  $8.16

  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.