Business – A Changing World, International Edition

by Kenneth L. Wild John J. Wild (Author)

This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; historical looks at how the field has transformed and continues to transform; how learning institutes are transforming and how marketing theory, practice, consumption practices and people are transforming as the world continues to change.

"She offers something both broad and scarce: a compelling new story about how to create a desirable future."—New York Times