Advanced Marketing Management: Principles, Skills and Tools
- 5h 27m
- Jillian Ney, Neda Jovanovic Dimitriadis, Nikolaos Dimitriadis
- Kogan Page
- 2019
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.
About the Authors
Dr Nikolaos Dimitriadis is an award-winning educator and consultant and the CEO of Trizma Neuro, a neuromarketing and neuroHR company. He is also Regional Director of The University of Sheffield International Faculty, CITY College, for the Western Balkans.
Dr. Neda Jovanovic Dimitriadis is an academic researcher and guest lecturer on brand strategy, consumer behaviour and marketing communications. She specializes in behavioural research in marketing, branding and media planning.
Dr Jillian Ney is a consultant and guest lecturer on social media intelligence in the UK and Europe. Her work has featured at global conferences and has been used by Fortune 500 companies.
In this Book
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The Need for the New Marketer
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Neuroscience Skills—Marketing and the Human Brain
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Predictive Skills—Marketing and Data Intelligence
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Innovation Skills—Marketing and Creative Thinking
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Adaptability Skills—Marketing and Decision Making
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The 4EPs marketing Mix, Part 1—Empathic Product and Experiential Price
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The 4EPs Marketing Mix, Part 2—Ever-Present Place and Engaging Promotion
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Reorganizing the Marketing Function
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Marketers—The New Transformational Leaders
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Glossary
