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The Essentials of Contemporary Marketing

By: (Author) Mo Willan

Extended Catalogue

Ksh 5,400.00

Format: Hardback or Cased Book

ISBN-10: 1472988574

ISBN-13: 9781472988577

Publisher: Bloomsbury Publishing PLC

Imprint: Bloomsbury Business

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Aug 5th, 2021

Print length: 272 Pages

Weight: 546 grams

Dimensions (height x width x thickness): 24.30 x 16.30 x 2.80 cms

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An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods – placing emphasis upon platforms such as social media. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:- Consumer behaviour- The latest marketing research- Services marketing- Brand management- Global marketing, and- Ethics in marketing. Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content — providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.

As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods – placing emphasis upon platforms such as social media.

Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:

- Consumer behaviour
- The latest marketing research
- Services marketing
- Brand management
- Global marketing, and
- Ethics in marketing.

Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money.

In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content — providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.


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