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Advanced Marketing Management

- Principles, Skills and Tools
Af: Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney Engelsk Paperback

Advanced Marketing Management

- Principles, Skills and Tools
Af: Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney Engelsk Paperback
Tjek vores konkurrenters priser

Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today''s marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations.

Using contemporary 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 evolution of the ''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.

Online resources include lecture slides and further questions for group discussion.

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Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today''s marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations.

Using contemporary 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 evolution of the ''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.

Online resources include lecture slides and further questions for group discussion.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 320
ISBN-13: 9780749480370
Indbinding: Paperback
Udgave:
ISBN-10: 0749480378
Kategori: Salgs- & markedsføringsledelse
Udg. Dato: 3 nov 2018
Længde: 17mm
Bredde: 164mm
Højde: 235mm
Forlag: Kogan Page Ltd
Oplagsdato: 3 nov 2018
Forfatter(e): Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney
Forfatter(e) Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney

Kategori Salgs- & markedsføringsledelse

ISBN-13 9780749480370

Sprog Engelsk

Indbinding Paperback

Sider 320

Udgave

Længde 17mm

Bredde 164mm

Højde 235mm

Udg. Dato 3 nov 2018

Oplagsdato 3 nov 2018

Forlag Kogan Page Ltd

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