Introduction

Richard Brookes and Roger Palmer

A chapter in The New Global Marketing Reality, 2004, pp 1-17 from Palgrave Macmillan

Abstract: Abstract Some time in the early to mid-1980s, in North America especially, the ‘classical’ approach to marketing management as then taught in business schools, and as practised by marketing powerhouses such as General Motors, Kodak, IBM and Procter & Gamble, began to change. This change process also spread to Europe and Asia, to include the likes of British Airways, Nokia, Philips, Unilever, Sony and Toyota. It is still going on for, just as there was no clear beginning, there appears to be no likely endgame either, where winner takes all. Winning nowadays is but transitory in any case.

Keywords: Relationship Marketing; Marketing Practice; Hard Science; Relationship Market; Relational Marketing (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50857-6_1

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DOI: 10.1057/9780230508576_1

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