Title: Modern marketing
Subtitle: Marketing strategies in offline and online environments
Subject Classification:  Business and Management, Artificial Intelligence, Economics and Finance  
BIC Classification: KJM, KJMV, KJQ
BISAC Classification: BUS043000, BUS008000, BUS020000
Binding: Hardback, eBook
Planned publication date: Aug 2026
ISBN (Hardback): 978-1-80866-039-9
ISBN (eBook): 978-1-80866-040-5

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Description

Modern Marketing: Marketing Strategies in Offline and Online Environments provides a comprehensive analysis of contemporary marketing practices, navigating the complex interplay between traditional and digital realms. Today's mareting professional needs to be a good IT specialist, digital marketing specialist, content specialist, data analyst, pay-per-click (PPC) specialist who plans and manages paid or organic online advertising campaigns; SEO specialist who works on optimizing content for better visibility in search engines; content marketing specialist who creates and distributes relevant content to attract and engage a target audience; web analytics data analyst through which consumer behavior can be understood and marketing strategies can be optimized; social media specialist, who deals with the presence of campaigns on social media platforms, and so on. The role is changing rapidly and profoundly.

The book positions modern marketing strategy within the context of the social economy. It examines the evolution and integration of the marketing mix, exploring how foundational strategies for product, pricing, placement, and promotion are adapted and reimagined for both physical and virtual markets. It explores influencing factors—from environmental and cultural to legislative and political—that shape market structures. A significant contribution of this work is its forward-looking perspective on the integration of artificial intelligence into marketing policies and the challenges and opportunities this presents. Drawing on critical and strategic perspectives, this work offers a nuanced guide for implementing effective integrated marketing campaigns. It is essential reading for business and economic specialists, researchers, and students, as well as for a wider audience seeking to understand the profound changes transforming the modern business environment.

Biography

Author(s):  Dr Adina Claudia Neamțu is Professor of Marketing at Constantin Brâncuși University, Management and Business Administration Department, in Romania. She is the author of numerous articles and books in the field of marketing, critical and strategic perspectives in marketing and organization studies, at the intersection between spacne offline and online. Dr Liviu Neamțu is an Associate Professor at Constantin Brancusi University Faculty of Economics, Targu Jiu, Romania, researching in management and marketing.

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