Marketing Revealed

Willem Burgers
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Willem Burgers: China Europe International Business School

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2008
ISBN: 978-0-230-23087-3
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Chapters in this book:

Ch 1 Marketing: What It Is

Willem Burgers

Ch 2 Marketing R&D

Willem Burgers

Ch 3 Marketing as a Philosophy of Business

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Ch 4 Do We Know Anything in Marketing?

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Ch 5 Marketing’s Job

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Ch 6 Managing Your Markets

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Ch 7 New Thoughts on Market Segmentation

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Ch 8 Lost Customers

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Ch 9 You Don’t Know Good Advertising

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Ch 10 What Makes a Good Advertisement?

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Ch 11 Media Selection: Where Should You Advertise?

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Ch 12 Your Advertising Agency Is Not Your Partner

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Ch 13 Ask Not What Your Brand Can Do For You …

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Ch 14 Marketing Mathematics

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Ch 15 Pricing Strategies

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Ch 16 Distribution

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Ch 17 Power

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Ch 18 A New Idea in Marketing: Honesty

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Ch 19 Outside Your Company

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DOI: 10.1057/9780230230873

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