{"product_id":"advanced-marketing-management-nikolaos-dimitriadis-9780749480370","title":"Advanced Marketing Management: Principles, Skills and Tools","description":"\u003cp\u003eMarketing 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? \u003cb\u003e\u003ci\u003eAdvanced Marketing Management\u003c\/i\u003e\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eUsing contemporary examples, business case studies and supporting pedagogy, \u003cb\u003e\u003ci\u003e Advanced Marketing Management \u003c\/i\u003e\u003c\/b\u003ewill 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. \u003cp\u003e\u003c\/p\u003e\u003cb\u003eOnline resources\u003c\/b\u003e include lecture slides and further questions for group discussion.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Jillian Ney\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0749480378\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780749480370\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/27\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 320\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.13lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.61h x 6.69w x 0.87d","brand":"Nikolaos Dimitriadis","offers":[{"title":"Paperback","offer_id":43947080581375,"sku":"9780749480370","price":52.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_6234116b-eed6-4e50-9d87-cd92f237ccd1.jpg?v=1681516594","url":"https:\/\/www.whiterainbookhouse.com\/products\/advanced-marketing-management-nikolaos-dimitriadis-9780749480370","provider":"WR Book House","version":"1.0","type":"link"}