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Marketing : the fundamentals

Sara Leroi-Werelds, Katrien Verleye (UGent) , Arne De Keyser, Maggie Geuens (UGent) , Klaas Verbeken (UGent) and Bart Larivière (UGent)
(2023)
Author
Organization
Abstract
This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators. The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance to drive value creation and achieve success.

Citation

Please use this url to cite or link to this publication:

MLA
Leroi-Werelds, Sara, et al. Marketing : The Fundamentals. ACCO, 2023.
APA
Leroi-Werelds, S., Verleye, K., De Keyser, A., Geuens, M., Verbeken, K., & Larivière, B. (2023). Marketing : the fundamentals. ACCO.
Chicago author-date
Leroi-Werelds, Sara, Katrien Verleye, Arne De Keyser, Maggie Geuens, Klaas Verbeken, and Bart Larivière. 2023. Marketing : The Fundamentals. ACCO.
Chicago author-date (all authors)
Leroi-Werelds, Sara, Katrien Verleye, Arne De Keyser, Maggie Geuens, Klaas Verbeken, and Bart Larivière. 2023. Marketing : The Fundamentals. ACCO.
Vancouver
1.
Leroi-Werelds S, Verleye K, De Keyser A, Geuens M, Verbeken K, Larivière B. Marketing : the fundamentals. ACCO; 2023. 232 p.
IEEE
[1]
S. Leroi-Werelds, K. Verleye, A. De Keyser, M. Geuens, K. Verbeken, and B. Larivière, Marketing : the fundamentals. ACCO, 2023.
@book{01HG82ABZ2WG91KR2KEA2GV1JG,
  abstract     = {{This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators.

The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance to drive value creation and achieve success.}},
  author       = {{Leroi-Werelds, Sara and Verleye, Katrien and De Keyser, Arne and Geuens, Maggie and Verbeken, Klaas and Larivière, Bart}},
  isbn         = {{9789464674507}},
  language     = {{eng}},
  pages        = {{232}},
  publisher    = {{ACCO}},
  title        = {{Marketing : the fundamentals}},
  year         = {{2023}},
}