Advanced marketing management: principles, skills and tools

The need for the new marketer

Neuroscience skills: marketing and the human brain

Predictive skills: marketing and data intelligence

Innovation skills: marketing and creative thinking

Adaptability skills: marketing and decision making

The 4eps marketing mix, part 1: empathic product and experiential price

The 4eps marketing mix, part 2: ever-present place and engaging promotion

Reorganizing the marketing function

Marketers: the new transformational leaders

Glossary

Index.