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Advanced marketing management / Marmelo V. Abante and Melchor S. Julianes.

By: Contributor(s): Material type: TextTextPublisher: Intramuros, Manila : Unlimited Books Library Services & Publishing Inc., 2024Description: xiv, 254 pages ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9786214271696
Subject(s): DDC classification:
  • 658.8 Ab17a 23
LOC classification:
  • HF5415.13 .A236 2024
Contents:
An overview of strategic marketing -- Strategic marketing planning and analysis -- Consumer behavior and market research -- Brand management and innovation -- Integrated marketing communications -- International and global marketing -- Emerging trends in marketing -- Marketing analytics and decision-making -- Marketing leadership and change management -- Capstone project and presentations.
Summary: "Welcome to the realm of Advanced Marketing Management. The primarytarget audience of this book comprises individuals pursuing their educationat the graduate level. Its purpose is to serve as a thorough manual, providingguidance on navigating the complex realm of contemporary marketing strategies,techniques, and concepts that are vital in achieving success within the ever-changing commercial landscape of today. The field of marketing has undergone substantial changes in recent years, undergoing a transformation from a rudimentary promotional tool to a strategic discipline that encompasses a wide range of activities. These activities include comprehending consumer behavior, harnessing digital technologies, constructing engaging brand narratives, and cultivating enduring customer connections. This literary work explores the intricacies of marketing that are crucial for individuals in the professional realm who aspire to achieve excellence in this dynamic discipline"-- Preface of the book.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Filipiniana Section FIL 658.8 Ab17a 2024 (Browse shelf(Opens below)) 1-1 Available 032105

Includes bibliographical references.

An overview of strategic marketing -- Strategic marketing planning and analysis -- Consumer behavior and market research -- Brand management and innovation -- Integrated marketing communications -- International and global marketing -- Emerging trends in marketing -- Marketing analytics and decision-making -- Marketing leadership and change management -- Capstone project and presentations.

"Welcome to the realm of Advanced Marketing Management. The primarytarget audience of this book comprises individuals pursuing their educationat the graduate level. Its purpose is to serve as a thorough manual, providingguidance on navigating the complex realm of contemporary marketing strategies,techniques, and concepts that are vital in achieving success within the ever-changing commercial landscape of today.
The field of marketing has undergone substantial changes in recent years, undergoing a transformation from a rudimentary promotional tool to a strategic discipline that encompasses a wide range of activities. These activities include comprehending consumer behavior, harnessing digital technologies, constructing engaging brand narratives, and cultivating enduring customer connections. This literary work explores the intricacies of marketing that are crucial for individuals in the professional realm who aspire to achieve excellence in this dynamic discipline"-- Preface of the book.

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