Advanced Marketing Management : Principles, Skills and Tools

Prepare yourself for the new world of marketing with this richly in-depth textbook on marketing management.

<p>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? <b><i>Advanced Marketing Management</i></b> 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. <br><br>Using contemporary examples, business case studies and supporting pedagogy,<b><i> Advanced Marketing Management </i></b>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. <br><br><b>Online resources</b> include lecture slides and further questions for group discussion.</p>