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Marketing revealed : challenging the myths

Author: Willem Burgers
Publisher: New York : Palgrave Macmillan, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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 will benefit you and fire you up with new ideas for action as it changes the way you see your markets and yourself.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Burgers, Willem.
Marketing revealed.
New York : Palgrave Macmillan, 2008
(DLC) 2008011743
(OCoLC)213466479
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Willem Burgers
ISBN: 9780230230873 0230230873
OCLC Number: 319175961
Language Note: English.
Notes: Includes index.
Description: 1 online resource (xiv, 192 pages) : illustrations
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.
Responsibility: Willem Burgers.
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Abstract:

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  Read more...

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"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 Read more...

 
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