Does Marketing Need Reform?

A critical exploration of today's global imperative to innovate, by champions, critics, and reformers of innovation.

If you only know Craig Ferguson as host of The Late Late Show or as Drew Carey's sitcom boss, you're missing out. The gloriously ribald Scot takes to the stage in this all-new extended and uncensored stand-up special for a night of jokes and storytelling peppered with the kinds of words he's not allowed to say on network TV.

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes.