Essentials of Contemporary Marketing
«Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success.»
Matthew Housden, marketing consultant, author, academic and trainer
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. Les mer
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.
Detaljer
- Forlag
- Bloomsbury Business
- Innbinding
- Innbundet
- Språk
- Engelsk
- Sider
- 272
- ISBN
- 9781472988577
- Utgivelsesår
- 2021
- Format
- 23 x 15 cm
Anmeldelser
«Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success.»
Matthew Housden, marketing consultant, author, academic and trainer
«One of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights.»
Ritchie Mehta, Founder and CEO, School of Marketing
«A straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times.»
Hap Klopp, Founder and former CEO, The North Face
«Comprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing.»
John Bredican, Teaching Fellow in Marketing, King’s College London