Essentials of Contemporary Marketing

The Essentials of Contemporary Marketing is a comprehensive guide to contemporary marketing that demonstrates the move towards marketing techniques that better reflect consumer needs. It covers a wide range of themes, including consumer behavior, marketing research, services marketing, brand management, global marketing, and ethics, and includes case studies from companies such as Amazon, McLaren, Unilever, UBS, and Virgin Money.

Format: Hardback
Length: 272 pages
Publication date: 05 August 2021
Publisher: Bloomsbury Publishing PLC

Marketing has evolved significantly in recent years, with a shift towards more consumer-centric approaches. This guide provides an essential overview of contemporary marketing strategies, showcasing how they are adapting to meet the changing needs of modern consumers.

Traditional marketing techniques have been losing their effectiveness, as consumers become increasingly savvy and demanding. Contemporary marketing, on the other hand, offers a powerful way to reach and engage with consumers, by leveraging new technologies and platforms.

One of the key aspects of contemporary marketing is the emphasis on understanding consumer behavior. Marketers are using data analytics and consumer insights to gain a deeper understanding of their target audience's needs, preferences, and behaviors. This information allows them to create personalized marketing campaigns that resonate with consumers and drive engagement.

Another important aspect of contemporary marketing is the use of digital channels. Social media, in particular, has become an essential tool for marketing, allowing businesses to reach a vast audience and engage with consumers in real-time. Platforms such as Facebook, Instagram, and Twitter provide businesses with the opportunity to showcase their products, services, and brand personality, and to build relationships with their customers.

In addition to digital channels, contemporary marketing also involves the use of traditional marketing techniques such as print, television, and radio advertising. However, these techniques are being integrated with digital strategies to create more effective and targeted campaigns. For example, businesses may use print ads to drive traffic to their website or to promote special offers, while also using digital channels to target specific demographics and interests.

Brand management is another critical aspect of contemporary marketing. Businesses need to create strong and recognizable brands that resonate with their target audience. This involves developing a brand identity, messaging, and visual identity that are consistent across all channels and platforms.

Global marketing is also becoming increasingly important in today's interconnected world. Businesses need to adapt their marketing strategies to different cultures, languages, and markets, to ensure that their products and services are accessible and relevant to a worldwide audience.

Ethics in marketing is another important consideration in contemporary marketing. Businesses need to ensure that their marketing practices are ethical and responsible, and that they are not engaging in any practices that may harm consumers or the environment.

The Essentials of Contemporary Marketing is designed to provide a comprehensive and contextualized insight into how marketing is developing in the 21st century. It is aimed at both undergraduate and postgraduate students, as well as those in executive education and general business. The book includes case studies to illustrate and contextualize the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS, and Virgin Money.

In conclusion, contemporary marketing is a dynamic and evolving field that requires businesses to adapt to the changing needs of modern consumers. By understanding consumer behavior, leveraging digital channels, developing strong brands, and adapting to global markets, businesses can create effective and targeted marketing campaigns that drive engagement and growth. The Essentials of Contemporary Marketing provides a valuable guide for anyone interested in learning more about this important field.

Weight: 546g
Dimension: 243 x 163 x 28 (mm)
ISBN-13: 9781472988577