Advanced Marketing Management: Principles, Skills and Tools

by Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney

Marketing as a practice is facing unprecedented 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.

320 pages, Paperback

Published November 27, 2018

Reviews

[Jorė]

This is a messy, book full of random content - a bit of a wrap up what an average person, following marketing trends, would read and hear in a year and then just glue it all together.
It is especially dangerous for younger readers as it will mess up your mind and put you off a decent track. You just can't be good at neuromarketing, predictive analytics, innovation, empathy, thriving in chaos and leading transformations, all at the same time.

Go spend an evening at a bar talking with people, that will help you more with marketing than this book. And will be much more fun :)

[Steve Brock]

This book was Stevo's Business Book of the Week for the week of 2/10, as selected by Stevo's Book Reviews on the Internet. You can find my other reviews and recommendations at http://forums.delphiforums.com/stevo1 or searching for me on Google.

This book was a Best of the Best for the month of February, 2019, as selected by Stevo's Book Reviews on the Internet. http://forums.delphiforums.com/stevo1.... Search for me on Google for many more reviews and recommendations