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Advanced Marketing Management

Principles, Skills and Tools

Prepare yourself for the new world of marketing with this richly in-depth textbook on marketing management.
EAN: 9780749480370
Edition: 1
Published:
Format: 240x170
320 pages

About the book

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

Neda Jovanovic Dimitriadis

Dr. Neda Jovanovic Dimitriadis (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.

More about Neda Jovanovic Dimitriadis

Jillian Ney

Dr Jillian Ney 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.

More about Jillian Ney

Nikolaos Dimitriadis

Dr Nikolaos Dimitriadis is an award-winning communications professional, educator and consultant. He is the co-author of the book "Neuroscience for Leaders: A Brain Adaptive Leadership Approach" and has worked with major brands such as IKEA, IBM, Nestle, and Coca-Cola. He is the CEO of Trizma Neuro, a Neuromarketing company, and the Regional Director of The University of Sheffield International Faculty, City College, for the Western Balkans. He works directly with top executives to improve their leadership and communications styles, and since 2005, he has used brain-based methods in his coaching and training with major corporations, brands and leaders. He delivers post-graduate modules, corporate training, executive coaching and consulting in brain-based change, leadership and neuro-communications approaches, and is in demand as a speaker and author on these topics.

More about Nikolaos Dimitriadis

A must-read for marketing professionals who want to create innovative and disruptive marketing interventions. This book addresses new trends - neuroscience, predictive skills, innovation and adaptability skills - all in a single title.

Dominic Fernandes, Vice President, Head of Business Marketing, Emirates NBD