Overview

In a competitive marketplace, marketers must make quick, informed decisions that impact business outcomes. Simulations have become essential tools for developing these strategic skills, offering realistic, controlled environments to test theories, analyze consumer behavior, and evaluate campaign outcomes. By engaging in simulated scenarios, individuals can gain practical experience, improve their decision-making abilities, and better understand market dynamics. This approach equips marketers with the insight needed to create effective strategies and adapt to changing markets. Navigating Simulations in Marketing for Strategic Success explores how simulations allow businesses to experiment with different scenarios, test hypotheses, and better predict market behavior. It delves into both the theoretical and practical aspects of marketing simulations, providing systematic instructions and actionable frameworks to navigate the complexities of real-world marketing environments. This book covers topics such as machine learning, purchase decisions, and automation, and is a useful resource for marketers, computer engineers, business owners, academicians, researchers, and scientists.

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9798337331423

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Dr Andreas Masouras is an Associate Professor of Communication and Marketing in the Department of Economics & Business at Neapolis University. He holds a PhD with distinction from the Department of Political Science and International Relations at the University of the Peloponnese. The title of his doctoral dissertation is “Entrepreneurship and Competitiveness through the Lens of Institutional Analysis: The Case of Cyprus,” which is available in the National Archive of Doctoral Dissertations. He coordinates the following programs: the conventional MBA, the distance MBA (English-speaking), and the MBA in Tourism (distance learning). He is actively writing scientific articles and participates in international conferences. His book, “Entrepreneurship in Small and Medium-Sized Enterprises”, published by the American publishing house Nova, has been indexed in the Scopus book list. Dr. Marcos Komodromos is a Professor of Marketing Communications and Management at the University of Nicosia and a Chartered PR Practitioner in the United Kingdom. He holds two Master’s degrees (in Communications and in Management) and obtained his PhD with research focused on organizational justice, trust, and the management of change. Dr. Komodromos is an active consultant in strategic communication, digital media, and marketing communication for organizations in Cyprus and internationally. In addition, he is a certified trainer and coach specializing in communication, public relations, marketing, social media, leadership, media training, and management. With over 15 years of professional experience in the media industry, Dr. Komodromos has delivered more than 10,000 hours of training to working professionals. He is a Member of the Chartered Institute of Public Relations (CIPR) in Great Britain, a Chartered PR Practitioner, and an active participant in numerous professional associations and organizations in both Cyprus and the UK

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