Citation
Nadkarni, P.S. (2024), "Book review: Advanced marketing management: principles, skills and tools", Rajagiri Management Journal, Vol. 18 No. 3, pp. 269-270. https://doi.org/10.1108/RAMJ-07-2024-293
Publisher
:Emerald Publishing Limited
Copyright © 2024, Prathamesh Sunil Nadkarni
License
Published in Rajagiri Management Journal. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Author: Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis and Dr Jillian Ney
Publisher: Kogan Page; 1st edition (3 November 2018)
Language: English
Paperback: 320 pages
ISBN-10: 0749480378
ISBN-13: 978-0749480370
Item Weight: 513 g
Dimensions: 16.99 x 2.21 x 24.41 cm
Review DOI 10.1108/RAMJ-07-2024-293
In the ever-evolving world of marketing, staying ahead of the curve is crucial for success. With new technologies, consumer behaviors and market trends constantly emerging, marketers need a comprehensive guide that equips them with the necessary principles, skills and tools to navigate this dynamic landscape. Enter “Advanced Marketing Management: Principles, Skills and Tools” by Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis and Jillian Ney.
This book serves as a comprehensive resource for marketers looking to enhance their understanding and application of advanced marketing concepts. From strategic planning to campaign execution, the authors delve into every aspect of modern marketing, offering a wealth of insights and practical advice.
To begin, the book introduces readers to the fundamental principles of marketing management. It explores the importance of market orientation, customer centricity and value creation. By emphasizing the need for a deep understanding of consumer behavior, the authors lay the foundation for effective marketing strategies.
Moving forward, the book delves into the skills required for successful marketing management. It covers topics such as market research, segmentation, targeting and positioning. The authors provide valuable frameworks and methodologies to help marketers identify and reach their target audience effectively. Additionally, they discuss the role of branding, pricing and distribution in creating a competitive advantage.
One of the standout features of this book is its emphasis on the tools and technologies that shape modern marketing practices. From digital marketing to social media, the authors explore the ever-expanding landscape of marketing channels. They provide practical advice on leveraging these platforms to engage customers, build brand awareness and drive sales. The inclusion of case studies and real-world examples further enhances the book's applicability to today's marketing challenges.
Throughout the book, the authors strike a balance between theory and practice. While the content is rooted in academic rigor, it is presented in a manner that is accessible and engaging. This makes it suitable for both marketing professionals seeking to deepen their knowledge and students studying marketing at an advanced level.
One aspect that sets this book apart is the authors' unique perspectives and experiences. Nikolaos Dimitriadis and Neda Jovanovic Dimitriadis bring their expertise as marketing consultants, while Jillian Ney adds her insights as a social media expert. This blend of academic knowledge and practical experience creates a well-rounded and insightful resource for readers.
In terms of evaluation, “Advanced Marketing Management” excels in providing a comprehensive overview of the principles, skills and tools necessary for successful marketing management. The authors' ability to distill complex concepts into practical advice is commendable. The inclusion of real-world examples and case studies adds depth and relevance to the content.
However, one potential drawback of the book is its focus on advanced marketing management. While it offers valuable insights for experienced marketers, those new to the field may find some sections overwhelming. It would have been beneficial to include a primer or introductory chapter for readers who are less familiar with marketing concepts.
In conclusion, “Advanced Marketing Management: Principles, Skills and Tools” is a valuable resource for marketers seeking to enhance their knowledge and skills. With its comprehensive coverage of marketing principles, practical advice and real-world examples, this book equips readers with the tools they need to thrive in today's fast-paced marketing landscape. Whether you are a seasoned marketing professional or a student aspiring to enter the field, this book is a must-read.