- Based on the popular Grondslagen van de Marketing;

- includes the latest digital marketing topics and trends;

- offers an European perspective, embedded in a global context.

Marketing Fundamentals is the English-language edition of Grondslagen van de marketing, the most influential Dutch book about marketing. Over de last 25 years it has inspired many students in the Netherlands and spiked their enthusiasm for marketing. This bestseller by Dr. Bronis Verhage – Professor of Marketing at Ge...

Newborn brands are like babies, you can be very proud of it and feel great love for it. They can also take up all your time and give you sleepless nights. This doesn’t matter, if they grow up to be big (and strong), it was all worth it. To prepare children for the big world, you have to help them develop their personalities, let them get the best out of their DNA.

The same goes for a newborn brand, successfully nurturing a project is an all-encompassing process. There’s a lot that comes w...

Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition:Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industriesFeatures new case studies from companies and brands such as Amazon, Burger King, Facebook and John LewisCovers timely topics such as online retailers, social media networks (e.g. TikTok), social media infl...