© 2008

Marketing Revealed

Challenging the Myths


Table of contents

  1. Front Matter
    Pages i-xiv
  2. Willem Burgers
    Pages 1-8
  3. Willem Burgers
    Pages 9-18
  4. Willem Burgers
    Pages 19-30
  5. Willem Burgers
    Pages 31-42
  6. Willem Burgers
    Pages 43-48
  7. Willem Burgers
    Pages 49-62
  8. Willem Burgers
    Pages 63-71
  9. Willem Burgers
    Pages 73-79
  10. Willem Burgers
    Pages 81-87
  11. Willem Burgers
    Pages 89-100
  12. Willem Burgers
    Pages 101-106
  13. Willem Burgers
    Pages 107-113
  14. Willem Burgers
    Pages 115-124
  15. Willem Burgers
    Pages 125-136
  16. Willem Burgers
    Pages 137-149
  17. Willem Burgers
    Pages 151-157
  18. Willem Burgers
    Pages 159-163
  19. Willem Burgers
    Pages 165-174
  20. Willem Burgers
    Pages 175-187

About this book


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 managers can apply the practical advice in this fundamental text. You'll be surprised at how this book can help change the way you sell your products.


Advertising brand Distribution market segmentation marketing pricing Promotion

Authors and affiliations

  1. 1.China Europe International Business SchoolShanghaiChina

About the authors

WILLEM BURGERS is a faculty member at CEIBS, the China Europe International Business School in Shanghai; he also holds the Bayer Chair in Strategy and Marketing. He teaches marketing and strategy both in (E)MBA and in executive education programs, including joint programs with the Harvard Business School and Columbia University in New York. His academic research is in 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& 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, Digital China, Siemens, HP, Nokia, and Lenovo.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


"I have taught jointly with Professor Burgers on a number of occasions, so I am very familiar with his direct and entertaining teaching style. His book reflects that same inimitable style: it delivers profound thought and advanced innovative marketing concepts in deceptively simple language with often hilarious examples. Read this book. You will benefit your company and your career." Professor Dr. Hellmut Schutte, INSEAD

"Your book is great! Your ideas are fresh and if we pay attention we will sell more." Carl Sewell, Owner and CEO, Sewell Automotive Companies. Author of the bestseller 'Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer.'

"Straightforward, refreshing and full of insights. Professor Burgers has written a book to be read by marketer and non-marketer alike. Amusing and thought-provoking, a strongly recommended read" J. Mac Hulbert, R.C. Kopf Professor Emeritus, Columbia Business School

"For many years, I have known Professor Burgers as a brilliant educator for international managers. It is only fair that he is now sharing his expertise to much larger audiences with this excellent book." Stefaan van Hooydonk, Former Global Director e-learning Nokia.

"I love the book, brilliant, humorous, immensely practical and bottom line oriented. A breath of fresh air in marketing literature. Willem Burgers convinces with his 'down to earth' attitude, spiced up with just the right dose of humor to make his book immensely enjoyable. A real 'must read' not only for marketing managers, but for everybody out to improve the bottom-line." Beate Bieniek-Moores, Director Corporate Communications, Siemens Ltd., China

"Entertaining, educational, and immediately practical are the three keywords we see in the evaluations of our executive education programs conducted by Willem Burgers. Those are the three keywords I would use also to describe his book. This book is the perfect blend of knowledge and practice." Dr. Bert Bennett, President of the China Europe International Business School

"Be Brief, Be Insightful, Be Focused, Be Specific, Be Clear, Be Humorous, Be Finished' are among the 'Be's' I use in coaching executives on high impact communications. Willem Burgers demonstrates these principles to perfection in this highly impactful, readable, useable and enjoyable book. With a focus on the bottom line. The insights shared by Burgers will be of bottom line vale to executives, marketers and consultants alike. Put this one at the top of your must read list!" William H. Mobley, President Emeritus, Texas A& M University, Professor of Management, CEIBS, CEO, Mobley Group Pacific