The Essentials of Contemporary Marketing
- Length: 272 pages
- Edition: 1
- Language: English
- Publisher: Bloomsbury Business
- Publication Date: 2021-10-05
- ISBN-10: 1472988574
- ISBN-13: 9781472988577
- Sales Rank: #1006928 (See Top 100 Books)
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 management
- Global marketing, and Ethics in marketing.
Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money.
In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content – providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
Cover Series Dedication Title Contents Overview CHAPTER ONE Introduction to Marketing CHAPTER TWO Marketing Orientations CHAPTER THREE The Marketing Environment CHAPTER FOUR Consumer Behaviour CASE STUDY Louis Vuitton CHAPTER FIVE Market Research CASE STUDY Eco Refill Systems CHAPTER SIX Market Segmentation CASE STUDY PlaceMe Living CHAPTER SEVEN The Marketing Mix CASE STUDY Kellogg’s Nutri-Grain CHAPTER EIGHT Services Marketing CASE STUDY JetBlue Airways CHAPTER NINE Brand Management CHAPTER TEN The Price Mix CHAPTER ELEVEN The Place Mix CHAPTER TWELVE The Promotion Mix CASE STUDY The American Alliance of Artists and Audiences CHAPTER THIRTEEN The Extended Marketing Mix CHAPTER FOURTEEN Marketing Planning and Strategy CHAPTER FIFTEEN International Marketing CASE STUDY Revolut Bibliography Index Copyright
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