

Bronis Verhage is een van Nederlands bekendste schrijvers op het gebied van de marketing. Hij heeft meer dan honderd publicaties op zijn naam staan.
Meer over Bronis VerhageMarketing Fundamentals
An International Perspective
Gebonden Engels 2018 9789001853228Samenvatting
-Based on the popular Grondslagen van de Marketing;
-Relevant digital marketing topics are included;
-European perspective embedded in a global context.
Marketing Fundamentals is the European edition of Grondslagen van de marketing, the market leader in the Netherlands for over 25 years that has created a great deal of enthusiasm for marketing. This bestseller of Dr. Bronis Verhage - Professor of Marketing at Georgia State University in Atlanta - offers a European perspective on marketing, embedded in a global context. Relevant topics in marketing are illustrated by a diverse selection of analyses of both successes and failures in marketing strategies, including service marketing, B2B marketing and green marketing. The 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter provide insightful opinions and ideas on key issues in marketing management. The engaging, accessible writing style will appeal to non-native speakers of English as well.
The accompanying website offers students additional tests, a definition trainer, glossaries and PowerPoint presentations. Teachers will find teaching notes online, as well as presentations and “Toets-op-Maat”.
The third edition of Marketing Fundamentals focuses more on digital marketing topics like search engine marketing, social media marketing, customer insights, the customer journey, content marketing, mobile marketing and e-commerce. Also, news examples and cases are added in this new edition.
Marketing Fundamentals is suitable for first year students of English economic studies in higher education.
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Inhoudsopgave
About the author
Part 1: Insight into marketing
1. What is marketing?
2. Strategy development and marketing planning
3. The marketing environment
Part 2: Analysing the market
4. Buying behaviour
5. Marketing research an marketing information
6. Market segmentation and positioning
Part 3: Product decisions
7. Product strategy and services marketing
8. New product development
Part 4: Promotion decisions
9. Marketing communication strategies
10. Advertising
11. Sales management
Part 5: Pricing decisions
12. Pricing strategies and price determination
Part 6: Distribution decisions
13. Distribution
14. Retailing
15. Global Marketing
Chapter Notes
Credits
Index
Rubrieken
- Advisering
- Algemeen management
- Coaching en trainen
- Communicatie en media
- Economie
- Financieel management
- Inkoop en logistiek
- Internet en social media
- IT-management / ICT
- Juridisch
- Leiderschap
- Marketing
- Mens en maatschappij
- Non-profit
- Ondernemen
- Organisatiekunde
- Personal finance
- Personeelsmanagement
- Persoonlijke effectiviteit
- Projectmanagement
- Psychologie
- Reclame en verkoop
- Strategisch management
- Verandermanagement
- Werk en loopbaan