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LCCB SHTM & SBIT Dean Publishes Books in Marketing Management and Research

Dr. Baniline Jone V. Abantao-Portal, the Dean of the LCCB School of Hospitality and Tourism Management and School of Business & Information Technology, has recently added two significant contributions to the field of marketing with the publication of two insightful books: “Marketing Management” and “Marketing Research.”

Marketing Management: Navigating Global Challenges with Local Expertise

Published by Rex Bookstore, the 2024 edition of “Marketing Management” delves into the intricacies of navigating the challenges and harnessing the opportunities present in today’s globalized economy, with a keen focus on local markets. Dr. Abantao-Portal’s work aims to furnish practical guidance on effectively marketing products and services within the local context while also acknowledging the broader international landscape.

Reflecting on the inspiration behind the book, Dr. Abantao-Portal remarked, “Marketing is a dynamic field, constantly evolving with emerging trends and consumer behaviors. This book is my endeavor to bridge the gap in locally published textbooks on marketing management, providing students and professionals with a comprehensive resource that amalgamates theoretical frameworks with real-world applications.”

Marketing Research: Illuminating Pathways to Informed Decision-Making

Also published by Rex Bookstore, the 2024 edition of “Marketing Research” is a scholarly exploration of conducting marketing research tailored for local markets, with a lens on its international implications. Dr. Abantao-Portal’s work not only caters to the needs of local marketers but also offers valuable insights to international practitioners, illuminating the latest trends and best practices in the field.

The genesis of “Marketing Research” stems from Dr. Abantao-Portal’s desire to inspire students to pursue careers in marketing research by showcasing its dynamic applications and potential impact. Through this book, she endeavors to nurture a deeper interest in research opportunities among students, fostering a new generation of marketing research professionals.

Both books promise to be invaluable resources for students, professionals, and researchers alike. “Marketing Management” and “Marketing Research” offer comprehensive explanations of key concepts, providing readers with a robust understanding of theoretical frameworks and practical applications. Furthermore, these publications equip aspiring marketers with the knowledge and skills necessary to thrive in academia, business, or governmental roles.

In essence, Dr. Abantao-Portal’s contributions epitomize the commitment of La Consolacion College Bacolod to academic excellence and innovation, propelling the institution to the forefront of scholarly discourse in the field of marketing./AV #lccbPRIDE #LCCBCommunityofFriends #BuildingDreamsTogetherwithLCCB