Modern Marketing: Marketing Strategies in Offline and Online Environments

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
Publication date: 14 Sep 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 marketing professional needs skills and knowledge in IT, digital marketing, content creation, data analytics, search engine optimization, and social media, as well as ‘traditional’ marketing knowledge. 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, the 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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