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Marketing - Foundations of Marketing - 5th edition (John Fahy and David Jobber)
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Elaborate summary of the book Foundations of Marketing 5th edition. Can be used for the course Marketing for the second year (first module, called module 5) of the program International Business Administration at the University of Twente. Contains chapters 1, 3 (excluding buying decision-making process (B2B), 5 (excluding organizational segmentation criteria), 6 to 8, 9 (excluding personal selling and sales management) en 10 to 11. Can also be used for other studies at other universities with ...

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  •  • 37 pages • 
  • by mertelems • 
  • uploaded  13-10-2020
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Marketing Management summary of all papers
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This document contains summaries for all the articles needed for the Marketing Management exam. Each article was read and summarised in the suggested categories: 1. What the paper is about, 2. Main Findings 3. Where the paper should be used in the Marketing Management Process 4. A brief description of the method The articles are: DeSwaan Arons,M., Vanden Driest,F.,&Weed,K. (2014).The Ultimate Marketing Machine. Harvard business review,4,55‐63 Spiller & Belogolova(2016). On Consumer Beliefs ab...

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  • Summary
  •  • 11 pages • 
  • by giorgia99 • 
  • uploaded  18-10-2020
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Brand Management BRD1 2019/2020 (Year 3 International marketing minor)
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This document is created by the notes and the lectures from Brand Management BRD1. Most information comes from the presentations and notes from the book. This is not a summary of the book but of the presentation and notes.

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  •  • 31 pages • 
  • by Maurijn • 
  • uploaded  06-11-2019
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Summary articles Retail & Omnichannel Marketing
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Summary of the articles for Retail & Omnichannel Marketing: Week 1: 1 Stein, A. & B. Ramaseshan, 2016, "Towards the Identification of Customer Experience Touch Point Elements". Journal of Retailing and Customer Services, vol. 30, pp. 8-19. 2 Inman, J.J. & H. Nokolova, 2017, "Shopper-Facing Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns". Journal of Retailing, vol. 893, issue 1, 7-28 3 P.C. Verhoef, P.K. Kannan & J.J. Inman, 2015, ...

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  •  • 36 pages • 
  • by demitess • 
  • uploaded  02-01-2020
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Lectures Operation Management
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Summary of the book Services marketing: integrating customer focus across the firm - McGraw-Hill Valarie A. Zeithaml. It is based on the lectures given at International Hotel Management at Breda University of Applied Sciences. Een samenvatting van het boek Services marketing: integrating customer focus across the firm - McGraw-Hill Valarie A. Zeithaml. De samenvatting is gebaseerd op de lessen die gegeven worden op International Hotel Management op Breda University of Applied Sciences.

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  •  • 73 pages • 
  • by xevakoper • 
  • uploaded  22-11-2019
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