Advanced Marketing Management: Principles, Skills and Tools

ISBN-13: 9780749480370 / Angielski / Miękka / 2018 / 320 str.

Nikolaos Dimitriadis; Neda Jovanovic Dimitriadis

Opis

Seasoned marketers worldwide are facing ever-changing media, complicated customers and over-promising new technologies. Additionally, they seem to be fighting this professional battle against people who were never formally trained in marketing; teenagers have become social media masters, technology-based startups disrupt traditional channels, and entrepreneurs can build unicorn brands seemingly overnight. Advanced Marketing Management will prepare students for this new world of marketing. Enriched with real-world examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners wanting to succeed as modern marketers.