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.
