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

Pre-order for despatch on publication.


'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.

BusinessBusiness & managementManagement & management techniquesManagement of specific areas & peopleBusinessBusiness & managementSales & marketingMarket research Publisher: Bloomsbury Publishing PLC Publication Date: 10/12/2020 ISBN-13: 9781472963734  Details: Type: Paperback Format: Books
Availability: Pre-order for despatch on publication. Pre-Order

Mo Willan is Senior Associate Dean and professor of Practice at Hult International Business School, working with Hult since 2013. He is also Visiting Associate Professor at Grenoble Ecole de Management, and teaches regularly at the GISMA Business School in Berlin and at the UK's Cranfield School of Management.

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