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.

In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared …

The book aspires to fill a gap in the existing innovation and strategic marketing literature by providing new insights, practical frameworks, diagnostics, strategies and tactics helpful for entrepreneurs managers, investors, students, the venture community and policy makers.

The purpose of this study was to investigate how the alignment between marketing events and the strategic orientation of their hosts can be ensured. Specifically, the study was conducted for the Mountain Capital Management AG (in the following called Mountain Partners) that hosts the yearly Unternehmertag. …

The Groasis Waterboxx is an instrument that supports plants and trees in the first year in order to survive in difficult circumstances without using any groundwater or electricity. The Waterboxx collects water by catching rainwater and producing water from condensation. It creates the possibility to …

Presentation 6 October 2015. On Tuesday, 6 October 2015, Wittenborg University did host an event of the Netherlands Institute of Marketing (NIMA) under the theme Building your Brand, from Local to International (taking your brand globally).

Although HC Barcol-Air is already an international player in the market for air distribution products, the export manager wants the export department to grow more and as such, contract more projects overseas. Realizing this growth means that the company wants to know how to profile itself better amongst …

NOOSA-Amsterdam (followed: NA) has been expanding rapidly since the 1st year of its existence in 2008. As being a western brand, the question gained: How can we prepare for the upcoming markets in Asia? What do we have to change in terms of our current marketing communication strategy? In this thesis, …

Balancing processes of external contingency and internal P-O fit is amongst the challenges facing innovative HE institutions today. This multi-level case study presents findings from a research & development program targeted to investigate and improve organisational-, leadership- and employees’ capacities …

This chapter discusses ISIL ’ s marketing techniques. We think that, due to its strong and successful branding and communication strategies, from a marketing perspective ISIL can be considered a leader on the market of terror produced by violent non-state actors (VNSAs). We propose ISIL can be fought …