Advanced Marketing Management Principles, Skills and Tools [Paperback]

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 Managementprepares 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 Managementwill 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 resourcesinclude lecture slides and further questions for group discussion.

Scientifically grounded and backed up by contemporary real-life business examples, this is a CEO-must-read practical guide to how to avoid the Marketing Paradox, understand which half of marketing budget is being wasted and how to fix this. And the new Marketing Mix 4EPs concept is a phenomenally simple and powerful response to the many disruptions that every industry now faces. There has never been a more exciting time to be in marketing. The modern marketer now has even greater influence over tangible brand success, but it's a position which is complex, ever-changing, and challenging. This book acknowledges the complex landscape we l³)