Purpose – The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach – While the marketing …

Marketingcommunicatie

Countless small businesses struggle on a daily basis with gaining a healthy level of brand awareness and customer retention. Many of these businesses face bankruptcy or high staff turnover due to the larger chains and franchises having a higher budget and more accessibility to certain resources. While …

This research paper contains improvements for Jilster B.V.’s marketing communication. Jilster is losing out on revenue opportunties because visitors to their websites’ don’t understand what Jilster is for, and this may be due to the current marketing communication methods. Jilster has had some success …

In this thesis report, an e-marketing strategy for Hotel Astoria has been set up. This e-marketing includes the most important forms of e-marketing for hotels; search engine optimization, review management and social media.  The main question of the client was: - What is the most successfull e-marketing …

Het betreft hier de Nederlandse bewerking van het boek Marketing: an introduction van Philip Kotler en Gary Armstrong. Topmarketeers hebben allemaal dezelfde missie: de klant centraal stellen in de marketing. Hedendaagse marketing draait volledig om het creëren van klantwaarde en het opbouwen van winstgevende …

The goal of this book is to provide useful information to companies that do business in China, or that are considering doing so. We chose to apply a marketing perspective. Marketing, by definition, mediates between the customer and the brand (or the organization hosting the brand, figure 1) (Alsem, Kostelijk, …

Presentatie 29-11-2013

This paper explores the delicate interface between management accounting and marketing management. Based on the scope of their mutual relationship, a distinction is made between two types of interfaces: informing and integrating. Whereas the traditional management accounting domains, such as budgetary …