Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/48264
Title: Marketing: The Fundamentals
Authors: LEROI-WERELDS, Sara 
Verleye, Katrien
De Keyser, Arne
Geuens, Maggie
Verbeken, Klaas
Lariviere, Bart
Issue Date: 2023
Publisher: Acco
Abstract: This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators. The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance to drive value creation and achieve success.
Document URI: http://hdl.handle.net/1942/48264
Link to publication/dataset: https://shop.acco.be/en/items/9789464674507/Marketing--The-fundamentals
ISBN: 9789464674507
Category: B1
Type: Book
Appears in Collections:Research publications

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