-Based on the popular Grondslagen van de Marketing;
-Relevant digital marketing topics are included;
-European perspective embedded in a global context.
Marketing Fundamentals is the European edition of Grondslagen van de marketing, the market leader in the Netherlands for over 25 years that has created a great deal of enthusiasm for marketing. This bestseller of Dr. Bronis Verhage – Professor of Marketing at Georgia State University in Atlanta – offers a European perspective on marketing, embedded in a global context. Relevant topics in marketing are illustrated by a diverse selection of analyses of both successes and failures in marketing strategies, including service marketing, B2B marketing and green marketing. The ‘Practitioner’s Perspectives’ and ‘Professor’s Perspectives’ in each chapter provide insightful opinions and ideas on key issues in marketing management. The engaging, accessible writing style will appeal to non-native speakers of English as well.
The accompanying website offers students additional tests, a definition trainer, glossaries and PowerPoint presentations. Teachers will find teaching notes online, as well as presentations and “Toets-op-Maat”.
The third edition of Marketing Fundamentals focuses more on digital marketing topics like search engine marketing, social media marketing, customer insights, the customer journey, content marketing, mobile marketing and e-commerce. Also, news examples and cases are added in this new edition.
Marketing Fundamentals is suitable for first year students of English economic studies in higher education.