Contemporary Issues in Marketing G. Daniel Massad Conclusion * 21

Conclusion * 21

and strategic marketing

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including consultants' thoughts and reactions throughout each session

Contemporary Issues in Marketing G. Daniel Massad Conclusion * 21As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co creation with marketers. This, coupled with technological and socio cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up to date, and cutting edge