Advanced Marketing Management ― Principles, Skills and Tools

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 and marketing communications. Among pioneers on behavioural research in media planning, her work is often showcased at major marketing conferences.

Dr Jillian Ney is a consultant and guest lecturer on social media intelligence and connected customers throughout the UK and Europe. Her work has featured at major conferences and in Fortune 500 companies globally.