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.

Autorentext
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 York. His academic research is in the areas of marketing, strategy, and international business. His publications have appeared in the Strategic Management Journal, the California Management Review, the Journal of Organizational Behavior& Human Decision Processes, and the *China Business Review.

• Burgers has worked for several companies including Philips NV in Holland and Switzerland, and Toledo Scale in the United States. He has consulted with and designed and delivered in-company special executive education programmes for a number of companies, both in China and worldwide, including Kodak, Lufthansa, Novartis, LVMH, BASF, GE, Digital China, Siemens, HP, Nokia, and Lenovo.

  Inhalt
  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