Mairead Brady – författare

To remain relevant, management education must reflect the realities that influence its subject matter, management, while at the same time addressing societal needs and expectations. Faced by powerful drivers of change, many of which are amplified by the immense turbulence caused by the COVID-19 pandemic in early 2020, an assessment of where management education stands and where it is going is timely.

This book brings together management education scholars, practitioners, and stakeholders to identify trends and to critically analyse key challenges from their respective perspectives. They consider the requirements for providing relevant management education in the future and explore changes and opportunities around themes such as responsibility, sustainability, innovation, competitive strategy, and technological change. The different perspectives of the authors contribute distinct insights and form a fascinating kaleidoscope of reflections on the present and predictions and prescriptions for the future of management education.

The result is a comprehensive volume that will be essential reading for scholars and administrators committed to the growth and development of management education. It also will be of keen interest to management educators as well as management learners who will shape and be shaped by the management education of the future.

To remain relevant, management education must reflect the realities that influence its subject matter, management, while at the same time addressing societal needs and expectations. Faced by powerful drivers of change, many of which are amplified by the immense turbulence caused by the COVID-19 pandemic in early 2020, an assessment of where management education stands and where it is going is timely.

This book brings together management education scholars, practitioners, and stakeholders to identify trends and to critically analyse key challenges from their respective perspectives. They consider the requirements for providing relevant management education in the future and explore changes and opportunities around themes such as responsibility, sustainability, innovation, competitive strategy, and technological change. The different perspectives of the authors contribute distinct insights and form a fascinating kaleidoscope of reflections on the present and predictions and prescriptions for the future of management education.

The result is a comprehensive volume that will be essential reading for scholars and administrators committed to the growth and development of management education. It also will be of keen interest to management educators as well as management learners who will shape and be shaped by the management education of the future.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice

A key text both for undergraduate and postgraduate programmes in Marketing Management.

An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the

5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Key features of this book include:

Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice

A key text both for undergraduate and postgraduate programmes in Marketing Management.

An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the

5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Key features of this book include:

Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.

The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.