The marketing challenge / Laura Mazur.
Series: The economist intelligence unit: Publisher: [S.l.] : Addison-Wesley, 1993Description: 298 p. ; 24 cmISBN: 0201631911; 9780201631913DDC classification: 658.8 Online resources: Amazon.com | Amazon customer reviews Summary: The creation of an integral marketing culture with an international perspective is a major challenge for any business. This book explores the implications of this challenge for the future role of marketing. Based on firsthand research among some of Europe's top companies, the authors show how these businesses have restructured their organizations to meet today's challenges.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Book
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Central Library (CL) | Central Library (CL) | 658.8 MAZ (Browse shelf) | Available | NBS1232 |
Total holds: 0
Hardcover.
The creation of an integral marketing culture with an international perspective is a major challenge for any business. This book explores the implications of this challenge for the future role of marketing. Based on firsthand research among some of Europe's top companies, the authors show how these businesses have restructured their organizations to meet today's challenges.
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