The Marketing You Never Knew: Practical New Thinking and Old Truths I Teach to the Best Managers of the Best Companies Worldwide

Willem P. Burgers (Participant Author)

科研成果: 书/报告专著

摘要

The book contains key ideas and stories from the marketing seminars Professor Burgers teaches in three to four day sessions to global companies such as Nokia, Kodak, Sony, Motorola, BASF, GE, Philips, Electrolux, as well as a variety of smaller companies. So what new, practical, useful things does he tell these leading companies? This book lets you find out. The book is handily divided into six chapters, each of which covers with anecdotes, illustrations, and facts a different aspect of marketing wisdom. Each chapter is further divided into subsections, each of which is summarized with a brief but comprehensive sentence. The format is ideal for review and discussion among managers. You can read immediately useful extracts from the book on the themarketingyouneverknew website. The book is both profound and entertaining, even enlivened with cartoons. According to Professor Hans Pennings of the Wharton School, University of Pennsylvania: "This is definitely the funniest book I’ve ever read about marketing and it’s probably one of the most provocative books I’ve ever read about marketing too. The language is simple, but the ideas are not…"
源语言英语
出版商Amsterdam Press
页数185
版本1
ISBN(印刷版)9780974691046
已出版 - 1 1月 2004

Call number

658.8/B954/2004

Author information

Willem Burgers holds the Philips Electronics Chair in Marketing at CEIBS. He also teaches industrial marketing in executive programs at Columbia University in New York. He has consulted with and designed and delivered special executive education programs for numerous companies worldwide, including Nokia, Kodak, Sony, Motorola, BASF, GE, Philips, Electrolux, as well as a variety of smaller companies.

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