Marketing Skills in Practice

ISBN-13: 9781032429748 / Miękka / 2023 / 176 str.

Yvonne Dixon-Todd

Opis

Based around research into marketing education and practice, Marketing Skills in Practice helps students embarking on a career to develop their professional identity, as well as key skills required by employers.

Recenzje

“This is the book our Marketing students have been waiting for. It blends theory and practice seamlessly and makes sure that the skills needed to become successful, both on their course and in their future job, are embedded in every chapter. The writing is engaging and informative and the use of real-life case studies helps bring the subject to life. Highly recommended!” Dr Peter Wolstencroft BSc (Econ) PGCE MA PhD SFHEA CMBE, Deputy Director: Liverpool Business School, Liverpool John Moores University

 

"Marketing Skills in Practice provides a comprehensive and contemporary overview of the essential marketing skills required in today’s competitive business landscape – skills which take the reader beyond those specific to marketing – management, leadership, reflection. The text adeptly combines theoretical concepts with practical applications, enabling readers to bridge the gap between classroom knowledge and real-world marketing scenarios. The writing style is clear and concise writing style, making complex marketing principles accessible and engaging for readers of all levels of expertise. The authors have masterfully curated a wealth of industry insights, case studies and real-life examples that provide a rich learning experience. This approach ensures that readers not only comprehend the fundamental concepts but also develop a keen understand of their practical implications." Dr Karen Hadley PhD, MA, LLB, PFHEA, Director (Academic) | Institute of Business, Industry & Leadership, University of Cumbria

Spis treści

Chapter 1. Understanding the Role and Scope of Marketing.

Chapter 2. Trends in Marketing. It is not all Digital!

Chapter 3. Introducing Management: Theory to Practice.

Chapter 4. Careers in Marketing.

Chapter 5. The Skills and Knowledge Needed in Marketing.

Chapter 6. Professional Identity in Business and Marketing.

Chapter 7. Self-management in a Marketing Career.

Chapter 8. Managing Others in Marketing.

Chapter 9. Being a Leader and Personal Reflector in Marketing.

Chapter 10. Marketing in Industry 5.0

O autorze

Dr Yvonne Dixon-Todd is Head of the School of Business and Management, Faculty of Business Law and Tourism, University of Sunderland, UK.

Dr Linda Anne Barkas is Senior Lecturer in Business Manager and Programme Leader Doctorate in Business Administration, Faculty of Business Law and Tourism, University of Sunderland, UK.