Marketing in the 21st Century : Concepts, Challenges and Imperatives book cover
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Marketing in the 21st Century
Concepts, Challenges and Imperatives



ISBN 9781138707696
Published December 31, 2018 by Routledge
336 Pages

 
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Book Description

This title was first published in 2000:  Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.