Marketing for a Better World: A Holistic Approach to International Marketing

What is new in this book, is the attempt to connect marketing theory to the concept of holistic strategy which I discuss in my series on strategic management, ‘The Beans and the Dreams’. I would like to encourage the reader to go beyond what is to be found here and instead to set out on a road of discovery for better marketing for better organizations and a better society. My wish is that the use of a holistic strategy will find its way into the business of marketing. This is urgently needed at a time when marketing has often lost its clear customer and societal focus and function.

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