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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,...