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

This textbook provides a step by step approach for making a marketing plan. The book is an updated and translated version of the Dutch Strategische Marketingplanning.

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 study book contains a framework for developing a distinctive brand positioning.

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 …

Overview of main changes in the marketing landscape and current focus of marketing. Presentation in Master Interdisciplinary Business Professional

Belangrijkste trends in marketing, afgelopen 25 jaar en de rol en inhoud van digitale marketing nu.

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 …