Advanced Marketing Management : Principles, Skills and Tools
Language: English
Published by Kogan Page, 2018
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 73.08
Quantity: 1 available
Add to basketItem description from seller
nach der Bestellung gedruckt Neuware - Printed after ordering - 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.…
Seller Inventory # 9780749480370
- Title
- Advanced Marketing Management : Principles, Skills and Tools
- Author
- Neda Jovanovic Dimitriadis
- Publisher
- Kogan Page
- Publication year
- 2018
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 0749480378
- ISBN 13
- 9780749480370
- Item weight
- 821 grams
- Dimensions
- 244x170x21 mm
"Synopsis" may belong to another edition of this title.
About the Author
<b>Dr. Neda Jovanovic Dimitriadis </b>(PhD, MA) is an academic researcher with considerable practical experience in marketing-related project management. She is amongst the pioneers in the SEE region on behavioural research in media planning, and her work has been featured at major marketing conferences. She is a guest lecturer on brand strategy, consumer behaviour and marketing communications.
<p><b>Dr Jillian Ney</b> is the UK's first Dr of Social Media and a Digital Behavioural Scientist. She works as a consultant to marketers helping them to analyse and use social data to understand how their customers make decisions. Her clients include Manchester City Football Club, General Mills and Vanquis Bank. Her work has been presented to NATO, the Market Research Society and the Internet Advertising Bureau. </p><p><b>Dr Jillian Ney</b> was voted one of the 10 most influential women in digital marketing under the age of 30 by The Drum in 2012, she was shortlisted as the Most Inspiring Young Business Leader in 2014 by the People Make Glasgow Inspiring Cities Awards.</p>
"About the title" may belong to another edition of this title.
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