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细节营销作者： 柏唯良 |
最受欢迎的营销学教授 开启最生动的营销课堂
收获你所不知道的营销！
荣誉
1.新浪网2009年年度经管好书第18名；
2.华章经管2009年度好书TOP10；
3.销售2周即告重印，半年内已重印5次。
作者的话：
我不希望你读完此书后说：这是一本我所读过的关于市场营销的最有意思、娱乐性最强的书。
我不是不同意你的这个说法，而是希望你读完此书后能这么说：这是一本我所读过的关于市场营销的最有用的书……从今开始，我会这么做，那么做，等等。
我希望此书能改变你所做的事情、你做事情的方法，还有你思考问题的方法。
the company stick to technological innovation only, or also pursue business model innovation to better meet the needs of both physicians and patients?
中欧国际工商学院市场营销学与战略学教授，拜耳教席教授。目前，他为EMBA 和高层经理短期培训课程讲授市场营销学与战略学课程，荣获2008年和2009年学院教学优秀奖。柏唯良教授还在纽约哥伦比亚大学为高层经理讲授工业营销学课程。
柏唯良教授实践经验丰富，曾经为许多国内外公司提供咨询服务，设计或讲授公司特设课程，其中包括诺基亚、柯达、汉莎、诺华、路威酩轩、巴斯夫、通用电气、步步高、 TCL、博时基金、联想、神州数码、西门子、霍尼韦尔、惠普、联合利华、摩托罗拉、伊莱克斯、索尼、联通、深圳路安特、光明乳业、上海家化、江铃、真功 夫、平安保险、正阳以及三明等。
此外，柏唯良教授的著述也非常丰富，集中于市场营销、战略与国际商务领域。他最近的成果发表于《战略管理期刊》、《加州管理评论》、《组织行为与人类决策过程期刊》、 《国际贸易期刊》、《中国商业评论》等著名刊物。其著作大多被翻译成几国语言。在中国，他目前是《IT经理世界》的专栏作家。
Formerly the Bayer Chair Professor of Strategy and Marketing at the China Europe International Business School in Shanghai, Professor Burgers has been coming to Asia since 1994. He was on the faculty of Hong Kong University of Science and Technology during 1994-1996.
Willem Burgers has been a founding faculty member of the China Europe International Business School and taught there from 1995 through 2010. He won the 2008 and 2009 CEIBS Teaching Excellence Award. He also taught industrial marketing in executive programs at Columbia University in New York, and teaches in the Nyenrode Business University Ph.D program.
Most recently, Professor Burgers, jointly with two colleagues from CEIBS, Professors Per Jenster and Howard Ward, founded the Nordic International Management Institute (NIMI) in Chengdu.
Professor Burgers has a significant record of publication in top tier academic journals such as the Strategic Management Journal, International Management Review, Organizational Behavior and Human Decision Processes, and California Management Review, as well as the China Business Review and the China edition of the Harvard Business Review.
He has co-authored the textbook Marketing Management in the 21st Century (in Chinese, Shanghai People’s Publishing House) with Professors Noel Capon and Mac Hulbert of Columbia University.
He is the author of the best-selling The Marketing You Never Knew (2004) published in English, Chinese, Spanish, and Vietnamese, and of Marketing Revealed (Palgrave Macmillan, 2008) published in English, in both simplified and traditional Chinese, and also in Korean, Russian, Spanish, and Polish. The Chinese version of the book has been lauded as one of the best sellers in the category of business management for two years in a row and was voted on Sina.com as number 16, and the only marketing book, among the top 25 new books in economics, finance, and business in 2009.
He writes a monthly column on business and marketing for the Chinese business magazine CEO/CIO.
He’s also on the editorial board of International Journal of China Marketing.
He has consulted with and designed and delivered in-company special executive education programs for a number of companies, both in China and worldwide, including LVMH, GE, Lufthansa, Unilever, Siemens, OPPO, BBK, Shanghai Jahwah, China Unicom, Shenzhen Novophalt, HP, Motorola, Electrolux, Novartis, BASF, Honeywell, Nokia, Kodak, Boshi Fund, Digital China, Guang Ming, Jiang Ling, TCL and San Ming. Based on his consulting experiences he authored several teaching cases involving Chinese companies.
书籍目录 书籍目录
the first company to bring a coronary stent to worldwide markets, will discontinue the production of Cypher drug-eluting stents (DES)
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试读章节
Should MP sustain its growth through diversification, by launching diabetes and orthopedics devices
