Advanced Marketing Management: Principles, Skills and Tools

by Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Jillian Ney

Overview

Marketing 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 address the skills gap that many of today's marketers face? Advanced Marketing Management 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 organizations.

Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management 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 the '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.

Online resources include lecture slides and further questions for group discussion.

Product Details

ISBN-13:	9780749480387
Publisher:	Kogan Page, Ltd.
Publication date:	11/03/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	320
File size:	3 MB

About the Author

Dr Nikolaos Dimitriadis is an award-winning educator and consultant and the CEO of Trizma Neuro, a neuromarketing and neuroHR company. He is also Regional Director of The University of Sheffield International Faculty, CITY College, for the Western Balkans.

Dr. Neda Jovanovic Dimitriadis is an academic researcher and guest lecturer on brand strategy, consumer behaviour and marketing communications. She specializes in behavioural research in marketing, branding and media planning.

Dr Jillian Ney is a consultant and guest lecturer on social media intelligence in the UK and Europe. Her work has featured at global conferences and has been used by Fortune 500 companies.

Nikolaos Dimitriadis is an award-winning communications professional, educator and consultant. He is the co-author of the books Neuroscience for Leaders: A Brain Adaptive Leadership Approach and Advanced Marketing Management: Principles, Skills and Tools, both published by Kogan Page. He spoke at TEDx University of Strathclyde for the urgent need for Brain-Based Communication, he is a certified NeuroMarketer, and he lectured at the NeuroMarketing Manager Program at Hamburg Media School. He is a highly sought-after speaker and consultant, teaching regularly in MBA and corporate programs around the world. Nikolaos Dimitriadis has studied more than 5,000 brains in 25 countries for marketing, leadership and HR purposes. He has worked with major brands such as IKEA, IBM, JTI, Nestle, Johnson&Johnson, AstraZeneca, T-Mobile, DELL, Pierre Fabre, Coca-Cola, Banca Intesa Sanpaolo, Microsoft, CISCO, SAP, Unicredit, VMware, Emirates NBD, Raiffeisen Bank, Societe Generale and Credit Agricole USAID. He is the Head of Neuro Consulting Services at OptimalHRGroup, offering neuro-research, neuro-advisory and neuro-training services. In 2017 he co-founded and managed the applied neuroscience startup Trizma Neuro. Based in Serbia, he is also the Country Manager for Serbia for The University of Sheffield International Faculty, City College.
Dr. Neda Jovanovic Dimitriadis (PhD, MA) is an academic researcher with considerable practical experience in marketing-related project management. She is amongst the pioneers in the SEE region on behavioural research in media planning, and her work has been featured at major marketing conferences. She is a guest lecturer on brand strategy, consumer behaviour and marketing communications.

Dr Jillian Ney is the UK's first Dr of Social Media and a Digital Behavioural Scientist. She works as a consultant to marketers helping them to analyse and use social data to understand how their customers make decisions. Her clients include Manchester City Football Club, General Mills and Vanquis Bank. Her work has been presented to NATO, the Market Research Society and the Internet Advertising Bureau.

Dr Jillian Ney was voted one of the 10 most influential women in digital marketing under the age of 30 by The Drum in 2012, she was shortlisted as the Most Inspiring Young Business Leader in 2014 by the People Make Glasgow Inspiring Cities Awards.

Table of Contents

• • Chapter - 01: The need for the new marketer;
  • Chapter - 02: Neuroscience skills – Marketing and the human brain;
  • Chapter - 03: Predictive skills – Marketing and data intelligence;
  • Chapter - 04: Innovation skills – Marketing and creative thinking;
  • Chapter - 05: Adaptability skills – Marketing and decision making;
  • Chapter - 06: The 4EPs marketing mix, part 1 – Empathic product and experiential price;
  • Chapter - 07: The 4EPs marketing mix, part 2 – Ever-present place and engaging promotion;
  • Chapter - 08: Reorganizing the marketing function;
  • Chapter - 09: Marketers – The new transformational leaders

Editorial Reviews

"This book is a boot camp for modern marketers in the post-Trump, post-Brexit, post-Cambridge Analytica world, where the challenge is to find the most impactful insights from an Everest of data. It underlines the fact that what our sector is lacking is better questions, not more answers."

Adrian Cockle

"'If you are a curious learner and marketer who seeks to improve constantly, seek no more! The book in front of you explores relevant topics and skills in the new marketing era, while providing a fresh outlook on the 4Ps as tools with a core in empathy, experiential, ever-presence and engagement. Advanced Marketing Management is a must-have toolkit for modern marketers aspiring to become transformational leaders."

Natasa Josic

"A must-read for marketing professionals who want to create innovative and disruptive marketing interventions. This book addresses new trends - neuroscience, predictive skills, innovation and adaptability skills - all in a single title."

Dominic Fernandes

"A groundbreaking and innovative guide, full of contemporary marketing cases and examples for those who are passionate about marketing and want to extend their knowledge beyond the conventional marketing practices."

Panayiota Alevizou

"There has never been a more exciting time to be in marketing. The modern marketer now has even greater influence over tangible brand success, but it's a position which is complex, ever-changing, and challenging. This book acknowledges the complex landscape we work in and provides clear and compelling thought and insight to dismiss the chaos and embrace the tremendous opportunity."

Graham Forsyth

"Change is something that modern businesses cannot escape, and more so marketing. This book offers a holistic approach to marketers, covering a wide range of topics, such as neuroscience, predictive analytics and creative problem solving. The authors argue convincingly for the need for a new marketer who will lead not only the marketing department but the company as a whole. Highly recommended."

Max Hauser

"Marketing is long overdue for disruption. In Advanced Marketing Management the authors brilliantly argue for the "Why?" and provide answers for the "How?" and "What?" The book is packed from cover to cover with an in-depth, insightful and cutting-edge array of tools to best equip aspiring disruptors with the knowledge for that much-needed overhaul."

Anthony Tham

"The authors have their fingers on the pulse of marketing and the challenges marketers face today. Advanced Marketing Management is a terrific guide for students and practitioners of marketing that will help them become more transformational marketing leaders."

Mick Doran

"Scientifically grounded and backed up by contemporary real-life business examples, this is a CEO-must-read practical guide to how to avoid the Marketing Paradox, understand which half of marketing budget is being wasted and how to fix this. And the new Marketing Mix 4EPs concept is a phenomenally simple and powerful response to the many disruptions that every industry now faces."

Mikhail Merkulov