9789001298722 Marketing Fundamentals

Based on the popular Grondslagen van de Marketing; includes the latest digital marketing topics and trends; offers an European perspective, embedded in a global context. Marketing Fundamentals is the English-language edition of Grondslagen van de marketing, the most influential Dutch book about marketing. Over de last 25 years it has inspired many students in the Netherlands and spiked their enthusiasm for marketing. This bestseller by 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. This new (4th) edition of Marketing Fundamentals has been fully revised and updated to reflect important developments in the fields of business-to-business marketing, service marketing, online marketing, market research and international marketing. The many case studies, real-life examples and research data in the book have also been renewed to reflect the latest insights and (digital) marketing trends. This edition also goes into more detail on topics such as online platforns, data analytics, omnichannel retail, design thinking and agile scrum methodology. Marketing Fundamentals is very suitable for commercial and management courses in higher education. In the accompanying online environment, students can find tests, and definition trainer, glossaries and PowerPoints. The website also offers content for teachers, online they will find PowerPoints and teaching notes.

Pagina's: 772, Editie: 4, Hardcover, Noordhoff