{"product_id":"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 how can they address a skills gap that many of today's marketers face? \u003cb\u003e \u003ci\u003eAdvanced Marketing Management: Principles, Skills and Tools\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 organisations. \u003c\/p\u003e\u003cp\u003eUsing contemporary examples, business case studies and supporting pedagogy, \u003cb\u003e \u003ci\u003e Advanced Marketing Management \u003c\/i\u003e \u003c\/b\u003e 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 '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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Kogan Page, Ltd","offers":[{"title":"Default Title","offer_id":47060968603888,"sku":"9780749480370","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780749480370_p0.jpg?v=1769901878","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780749480370","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}