
At a Glance
Hardcover
$54.50
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Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:
- Consumer behaviour
- The latest marketing research
- Services marketing
- Brand management
- Global marketing, and
- Ethics in marketing.
In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
About the Author
Mo Willan is the Undergraduate Program Dean and Professor of Marketing at Hult International Business School, where he was awarded Professor of the Year for seven consecutive years. He is also a visiting Associate Professor of Marketing at Grenoble Graduate School of Business in France. He has managed his own marketing consultancy in London and has worked with several organizations including Coca-Cola, Barclays Bank, and The British Council. Prior to setting up his consultancy, he worked as Group Commercial Director (West Africa) for the French cement multinational firm Cement Françoise. He has also served as the Chief Executive Officer for The Gambia Mineral Water Company.
Mo is a graduate of the University of Oxford, Cranfield University School of Management and ISM and is a Chartered Marketer and Fellow of the Chartered Institute of Marketing (UK).
ISBN: 9781472988577
ISBN-10: 1472988574
Published: 5th August 2021
Format: Hardcover
Language: English
Number of Pages: 272
Audience: Professional and Scholarly
Publisher: Bloomsbury Publishing (AUS)
Country of Publication: GB
Dimensions (cm): 24.3 x 16.3 x 2.8
Weight (kg): 0.55
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