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.

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

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 …

This Young professional semester portfolio consists a product and substantiation on: Digital marketing strategyThe form of the product is: Advice The client is a hospitality company in Apeldoorn: Proef-locaal Het Achterom (cafe, brewery)The management question is: ‘How can a digital marketing strategy …

Klimaat en duurzaamheid zijn hot. Wanneer je die onderwerpen op de juiste manier in je marketingstrategie gebruikt, kun je als bedrijf daar voordeel uit halen.