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.

"I have taught jointly with Professor Burgers on a number of occasions, so I am very familiar with his direct and entertaining teaching style. His book reflects that same inimitable style: it delivers profound thought and advanced innovative marketing concepts in deceptively simple language with often hilarious examples. Read this book. You will benefit your company and your career." Professor Dr. Hellmut Schutte, INSEAD

"Your book is great! Your ideas are fresh and if we pay attention we will sell more." Carl Sewell, Owner and CEO, Sewell Automotive Companies. Author of the bestseller 'Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer.'

"Straightforward, refreshing and full of insights. Professor Burgers has written a book to be read by marketer and non-marketer alike. Amusing and thought-provoking, a strongly recommended read" J. Mac Hulbert, R.C. Kopf Professor Emeritus, Columbia Business School

"For many years, I have known Professor Burgers as a brilliant educator for international managers. It is only fair that he is now sharing his expertise to much larger audiences with this excellent book." Stefaan van Hooydonk, Former Global Director e-learning Nokia.

"I love the book, brilliant, humorous, immensely practical and bottom line oriented. A breath of fresh air in marketing literature. Willem Burgers convinces with his 'down to earth' attitude, spiced up with just the right dose of humor to make his book immensely enjoyable. A real 'must read' not only for marketing managers, but for everybody out to improve the bottom-line." Beate Bieniek-Moores, Director Corporate Communications, Siemens Ltd., China

"Entertaining, educational, and immediately practical are the three keywords we see in the evaluations of our executive education programs conducted by Willem Burgers. Those are the three keywords I would use also to describe his book. This book is the perfect blend of knowledge and practice." Dr. Bert Bennett, President of the China Europe International Business School

"Be Brief, Be Insightful, Be Focused, Be Specific, Be Clear, Be Humorous, Be Finished' are among the 'Be's' I use in coaching executives on high impact communications. Willem Burgers demonstrates these principles to perfection in this highly impactful, readable, useable and enjoyable book. With a focus on the bottom line. The insights shared by Burgers will be of bottom line vale to executives, marketers and consultants alike. Put this one at the top of your must read list!" William H. Mobley, President Emeritus, Texas A& M University, Professor of Management, CEIBS, CEO, Mobley Group Pacific

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