Marketing Management for the 21st century and beyond
Books on marketing can inevitably be called into question as there are so many works on the subject. However, many of them are either too difficult to understand, too lengthy or not related to practical decision making. Against this background, the aim of this book is to deal with modern marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. It concentrates on the essential marketing know- how for both, practitioners and students worldwide. Co-authored by 11 international experts the 1st edition is packed with market-specific success stories and case studies.
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Preface by Philip Kotler
My warm greetings to everyone reading “Essentials of Modern Marketing.” This book presents an up-to-date and insightful account of the working of modern marketing in today’s turbulent times.
This book is not only about marketing and selling a product or service. It is about finding and building a future using the new tools of modern marketing. I hope this book will be read by managers and employees at all levels as well as professors teaching management and marketing. It can produce a generation of students who care about humanity, innovation, society, and a better world through marketing.
This book can lead your company to discover new talents, capabilities, and opportunities. It deals with modern marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. It concentrates on the essential marketing know-how for both, practitioners and students worldwide.
Most marketing textbooks deal exclusively with the operational aspect of marketing or the strategic part. This modern marketing book not only integrates all relevant aspects of marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. This is achieved by the structure of the book which follows the marketing planning and decision-making process inside the enterprise.
Due to COVID-19 and other uncertainties, all industries and businesses are challenged. In addition, organizations and companies alike are have to deal with constant change and mega trends such as digitization and disruption which calls for continuous innovation and change and tough decisions on staffing, procurement, finance and marketing. You need to think ahead on how to find new markets, create new marketing strategies, innovate new products and build new partnerships.
Against this background, another unique feature of this book is that it touches base on very specific business-related topics such as Health Marketing, Disruptive Marketing, Negotiation in Marketing in order to provide a more holistic and comprehensive perspective on marketing management.
In this connection, the World Marketing Summit (WMS) is expanding to address the concerns of businesses all over the world with a new initiative, eWMS and our online version of our regular city-located WMSs. We hope to educate, train, and stimulate marketing and business professionals around the world. WMS enjoys the support of its global and local partners.
Remember Peter Drucker’s emphasis on marketing and innovation as the fundamental crafts of a winning company. “When you’re disrupted, don’t give up. Never Stop!”
overview:
The Construction Week Alarabia Syria is a Arabic-language publication designed to showcase the very best projects underway in the GCC, and to help contractors across the region better understand and tackle the challenges the market faces in the current economic climate. Distributed with Construction Week in key markets such as Syria, Saudi Arabia, Qatar and Bahrain, the Construction Week Alarabia Syria arms its readers with the knowledge they require to do their jobs more effectively and drive their organisation forward in one of the most exciting construction markets on the planet. For its commercial partners, the Construction Week Alarabia Syria offers an unparalleled opportunity to get in front of the people responsible for the region’s building boom, and to position their brands, products or services as an integral part of this development
Content:
Published each two months, the 112-plus page Construction Week Arabic Alarabia Syria is crammed with quality content for the region’s Arabic speaking construction professionals. Each issue contains a host of in-depth articles, analysis pieces, profiles and project reports designed to enhance the working knowledge of its readers so they can perform their jobs more effectively and help grow their organ.
