Description
Book SynopsisAn 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 manage
Trade ReviewDispenses 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
