Advanced Marketing Management: Principles, Skills And Tools by Nikolaos DimitriadisAdvanced Marketing Management: Principles, Skills And Tools by Nikolaos Dimitriadis

Advanced Marketing Management: Principles, Skills And Tools

byNikolaos Dimitriadis, Neda Jovanovic Dimitriadis

Paperback | November 28, 2018

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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.

Dr Nikolaos Dimitriadis is an educator, consultant and the CEO of Trizma Neuro, a neuromarketing company. He is also Regional Director of Sheffield University International Faculty, City College, for the Western Balkans. Dr. Neda Jovanovic Dimitriadis is an academic researcher and guest lecturer on brand strategy, consumer behaviour a...
Title:Advanced Marketing Management: Principles, Skills And ToolsFormat:PaperbackDimensions:312 pagesPublished:November 28, 2018Publisher:Kogan PageLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0749480378

ISBN - 13:9780749480370


Table of Contents

** Chapter - 00: Introduction - Marketing in Turmoil; * Section - ONE: Marketing in the 21st Century; ** Chapter - 01: Introduction - The Need for a New Marketer; * Section - TWO: New Skills for Advanced Marketing Management; ** Chapter - 02: Neuroscience Skills - Marketing and the Human Brain; ** Chapter - 03: Predictive Skills - Marketing and Data Intelligence; ** Chapter - 04: Innovation Skills - Marketing and Creative Thinking; ** Chapter - 05: Adaptability Skills - Marketing and Decision Making; * Section - THREE: New Tools for Advanced Marketing Management; ** Chapter - 06: The '4EP' Marketing Mix - Empathic Product, Experiential Price, Ever-Present Place, Engaging Promotion; ** Chapter - 07: Reorganizing the Marketing Function; * Section - FOUR: Looking to the Future of Marketing Management; ** Chapter - 08: Marketers - The New Transformational Leaders