Advanced Marketing Management
副标题: Principles, Skills and Tools
作者: Nikolaos DimitriadisNeda Jovanovic DimitriadisJillian Ney
出版社: Kogan Page,   2018
ISBN: 9780749480370
来源数据库: Kogan Page
原始语种摘要: 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...
全文获取路径: Kogan Page 

  • marketing 市场学
  • increasingly 愈加
  • provide 规定
  • world 世界
  • practice 实践
  • unprecedented 前所未有的
  • their 他们的
  • trust 相信
  • modern 现代的
  • start 起动