Marketing: A Global Perspective

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9781408064900: Marketing: A Global Perspective
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Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice. The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies' customer-focused strategies. This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as L'Oreal, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing. **NOT FOR SALE TO THE NETHERLANDS**

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About the Author:

Dr Bronis Verhage is Professor of Marketing at Georgia State University's Robinson College of Business in Atlanta, USA. A Dutch national and an American resident, Bronis has taught in the United Arab Emirates and at European business schools. He has published numerous articles on marketing in leading academic journals including the International Journal of Research in Marketing and Journal of the Academy of Marketing Science.

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PART 1 INSIGHT INTO MARKETING 1 What is marketing? 2 Strategy development and marketing planning 3 The marketing environment PART 2 ANALYZING THE MARKET 4 Buying behaviour 5 Marketing research and 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

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Book Description Cengage Learning EMEA, United Kingdom, 2013. Paperback. Condition: New. Language: English. Brand new Book. Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice.The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies' customer-focused strategies.This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as L'Oreal, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing.**NOT FOR SALE TO THE NETHERLANDS**. Seller Inventory # AAQ9781408064900

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Book Description Cengage Learning EMEA, United Kingdom, 2013. Paperback. Condition: New. Language: English. Brand new Book. Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice.The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies' customer-focused strategies.This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as L'Oreal, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing.**NOT FOR SALE TO THE NETHERLANDS**. Seller Inventory # AAQ9781408064900

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