As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer.
The Essentials of Contemporary Marketing is designed to be read by students at both undergraduate and postgraduate levels, as well as those in executive education and general business.
It covers a wide range of themes, including consumer behaviour, brand management and ethics in marketing, and uses case studies from renowned companies to illustrate and contextualise the topics covered.
Mo Willan is Undergraduate Programme Dean and Professor of Marketing at Hult International Business School, where he was awarded Professor of the Year for seven consecutive years.
AMBA members can enjoy a 30% discount off the RRP for The Essentials of Contemporary Marketing by clicking here and using the following discount code at checkout: AMBA30