Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach - While the marketing …

During the existence of Hemels Publishers (since 1994), new clients have always come to Hemels Publishers on their own initiative. However, at this point the management feels the acquisition of clients needs to be structured and streamlined within the company and therefore developed a new marketing plan …

The Department of Electrical and Electronic Engineering at the Fontys University of Professional Education in Eindhoven, The Netherlands, offers a course which is being developed around the principles of Concurrent Engineering. From research we found that in general students are not completely aware …