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.

AUTHORS

SARA LEROI-WERELDS is Professor at the Department of Marketing and Strategy, Hasselt University, Belgium.

KATRIEN VERLEYE is Professor of Service Innovation at the Center for Service Intelligence, Ghent University, Belgium.

ARNE DE KEYSER is Professor of Marketing at EDHEC Business School, France.

MAGGIE GEUENS is Professor of Marketing at Ghent University, Belgium.

KLAAS VERBEKEN is visiting Professor of Marketing at Ghent University, Belgium.

BART LARIVIÈRE is Professor of Marketing at KU Leuven, Belgium and Research Fellow at the Center for Service Intelligence, Ghent University, Belgium.