{"product_id":"the-essentials-of-contemporary-marketing-9781472988577","title":"The Essentials of Contemporary Marketing","description":"\u003cp\u003eAs 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eDesigned for both undergraduate and postgraduate students, as well as those in executive education and general business, \u003ci\u003eThe Essentials of Contemporary Marketing\u003c\/i\u003e covers a wide range of themes, including: \u003cp\u003e\u003c\/p\u003e- Consumer behaviour\u003cbr\u003e- The latest marketing research\u003cbr\u003e- Services marketing\u003cbr\u003e- Brand management\u003cbr\u003e- Global marketing, and\u003cbr\u003e- Ethics in marketing. \u003cp\u003e\u003c\/p\u003eEach chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. \u003cp\u003e\u003c\/p\u003eIn alignment with its subject matter, \u003ci\u003eThe Essentials of Contemporary Marketing\u003c\/i\u003e prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Bloomsbury Business\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/05\/2021\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781472988577\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 272\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.19lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.29h x 5.91w x 1.18d","brand":"Mo Willan","offers":[{"title":"Default Title","offer_id":41285466325173,"sku":"9781472988577","price":29.75,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_21aa0676-f614-418f-90a2-ac9cdfea68d8.jpg?v=1635225041","url":"https:\/\/pastforward.org\/products\/the-essentials-of-contemporary-marketing-9781472988577","provider":"Past Forward","version":"1.0","type":"link"}