Marketing Management, de essentie

Marketing Management, de essentie (Marketing Management, The Essentials)provides a clear overview of present-day marketing management. In addition to retaining the key points from the English-language version, this fully adapted Dutch-language edition of 'A Framework for Marketing Management' authored by Philip Kotler and Kevin Lane Keller, contains many Belgian and Dutch case studies and examples that make this publication as a whole extremely relevant for the marketer in Belgium and the Netherlands.

Each chapter starts off with a case study specifically written for this edition. These case studies detail how marketing managers have applied the core concepts described within their own organisation. This leads to an interesting, engrossing journey into the marketing landscape in which the relationships between theory and practice are explored in companies and brand names such as TomTom, ING, InBev and Barco.

This update is aimed at students and managers who would like to be exposed to a full introduction to the essentials of modern marketing management. This readable, clear and complete book was written in partnership between academics (Kotler, Keller, Robben and Geuens) and Berenschot business consultants (Ponfoort, Boom, Laar, Peters and Tamminga).

This book is indispensable for anyone looking for an explanation of marketing management theory on the basis of how things are done in modern Belgian and Dutch business enterprises.

Marketing Management, de essentie (Marketing Management, The Essentials), Philip Kotler, Kevin Lane Keller, Henry Robben, Maggie Geuens, Onno Ponfoort, Martijn Laar, Cristel Peters, Titia Tamminga. Pearson Education, 2007.