Overview

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. 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.

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9781472988577

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Reviews

Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainer One of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. -- Ritchie Mehta, Founder and CEO, School of Marketing

Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainer

Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainer One of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. -- Ritchie Mehta, Founder and CEO, School of Marketing A straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times. -- Hap Klopp, Founder and former CEO of The North Face Comprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing. -- John Bredican, Teaching Fellow in Marketing, King's College London

Author Information

Mo Willan is the Undergraduate Program Dean and Professor of Marketing at Hult International Business School, where he was awarded Professor of the Year for seven consecutive years. He is also a visiting Associate Professor of Marketing at Grenoble Graduate School of Business in France. He has managed his own marketing consultancy in London and has worked with several organizations including Coca-Cola, Barclays Bank, and The British Council. Prior to setting up his consultancy, he worked as Group Commercial Director (West Africa) for the French cement multinational firm Cement Françoise. He has also served as the Chief Executive Officer for The Gambia Mineral Water Company. Mo is a graduate of the University of Oxford, Cranfield University School of Management and ISM and is a Chartered Marketer and Fellow of the Chartered Institute of Marketing (UK).

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