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Advanced Marketing Management : Principles, Skills and Tools (Paperback) (Nikolaos Dimitriadis & Neda
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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, 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.