Marketing Management is a field that continues to evolve rapidly, reflecting the dynamic nature of markets, technologies, and consumer behaviours. As a group of authors with diverse backgrounds and expertise in marketing, we came together with a shared vision: to create a comprehensive resource that not only captures the foundational principles of marketing but also addresses the contemporary challenges faced by marketers today.
The idea for this book emerged from our collective experiences as educators, researchers, and practitioners. We recognized a growing need for a text that bridges the gap between theory and practice, providing readers with both a solid academic foundation and practical insights they can apply in real-world situations. Our aim was to create a book that is as relevant to students beginning their journey in marketing as it is to professionals looking to deepen their understanding of the field.
Each of us has brought our unique perspective to this project, drawing on our individual research, teaching experiences, and industry engagements. This collaborative approach has allowed us to cover a broad range of topics in marketing management, from classic theories to the latest trends in digital marketing, data analytics, and sustainability.
One of the key themes we emphasize throughout this book is the importance of ethical and responsible marketing. In an era where consumers and stakeholders are increasingly concerned with corporate social responsibility, it is essential for marketers to consider the broader impact of their decisions. We believe that marketing can and should be a force for good, driving not only business success but also positive social change.
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