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Advanced Marketing Management
SPAR
kr 48

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.

Produktdetaljer
Sprog: Engelsk
Sider: 320
ISBN-13: 9780749480370
Indbinding: Paperback
Udgave:
ISBN-10: 0749480378
Udg. Dato: 3 nov 2018
Længde: 17mm
Bredde: 235mm
Højde: 164mm
Oplagsdato: 3 nov 2018
Forfatter(e) Jillian Ney, Dr. Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney, Dr Nikolaos Dimitriadis


Kategori Salgs- & markedsføringsledelse


Sprog Engelsk


Indbinding Paperback


Sider 320


Udgave


Længde 17mm


Bredde 235mm


Højde 164mm

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