The Handbook of Contemporary Marketing (Paperback)
  • The Handbook of Contemporary Marketing (Paperback)
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The Handbook of Contemporary Marketing (Paperback)

(author)
£30.00
Paperback 384 Pages / Published: 26/12/2019
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`Contemporary marketing' is the term used to cover the move from more traditional marketing techniques to those that more reflect consumer needs. It refers to strategies that, when implemented, offer greater support for their client base, with a product range that varies depending on what the target market desires, rather than what the company wants them to have. The channels used to underpin these strategies are also radically different - for example, the increasing use of social media versus print advertising. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Handbook of Contemporary Marketing covers a wide range of themes in contemporary marketing, 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 themes covered, from companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. The Handbook of Contemporary Marketing moves away from the theory-based content widely available and instead focuses on a more practical and comprehensive approach, which the author has developed through more than 13 years of teaching at degree level.

Publisher: Bloomsbury Publishing PLC
ISBN: 9781472963734
Number of pages: 384
Dimensions: 246 x 189 mm

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