Marketing Revealed: Challenging the Myths by W. BurgersMarketing Revealed: Challenging the Myths by W. Burgers

Marketing Revealed: Challenging the Myths

byW. Burgers

Hardcover | December 7, 2007

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This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and managers can apply the practical advice in this fundamental text. You'll be surprised at how this book can help change the way you sell your products.
WILLEM BURGERS is a faculty member at CEIBS, the China Europe International Business School in Shanghai; he also holds the Bayer Chair in Strategy and Marketing. He teaches marketing and strategy both in (E)MBA and in executive education programs, including joint programs with the Harvard Business School and Columbia University in New ...
Title:Marketing Revealed: Challenging the MythsFormat:HardcoverDimensions:192 pages, 9.25 × 6.1 × 0.82 inPublished:December 7, 2007Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230537146

ISBN - 13:9780230537149


Table of Contents

Marketing: What it is Marketing R&D Marketing as a Philosophy of Business Do We Know Anything in Marketing? Marketing's Job Managing Your Markets New Thoughts on Market Segmentation Lost Customers Promotion What Makes a Good Advertisment? Media Selection: Where Should You Advertise? Your Advertising Agency Is Not Your Partner Ask Not What Your Brand Can Do For You Marketing Mathematics Pricing Strategies Distribution Power A New Idea in Marketing: Honesty Outside Your Company