Marketing Revealed Challenging the Myths

This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and all managers can and should apply some of the practical advice presented in this fundamental text. You'll be surprised at how this book can help change the way you sell your products.

WILLEM BURGERS is a faculty member at CEIBS; he holds the CEIBS Bayer HealthCare Chair in Strategy and Marketing. He teaches marketing and strategy both in the (E)MBA and in the executive education programmes. He also teaches industrial marketing in executive programs at Columbia University in New York. His academic research and publications are centred on the areas of marketing, strategy, and international business. His publications have appeared in the Strategic Management Journal, the California Management Review, the Journal of Organizational Behavior and Human Decision Processes, and the China Business Review.

Burgers has worked for several companies including Philips NV in Holland and Switzerland, and Toledo Scale in the United States. He has consulted with and designed and delivered in-company special executive education programmes for a number of companies, both in China and worldwide, including Kodak, Lufthansa, Novartis, LVMH, BASF, GE, BBK, Boshi, Digital China, Siemens, Honeywell, HP, Nokia, Motorola, Electrolux, and BAT. Burgers was also on the faculty of Hong Kong University of Science and Technology during 1994-1996.