How do you attract customers in a digital world? What makes people choose one brand over another? How do you create a strong marketing plan? In a world where marketing is evolving faster than ever, traditional models no longer offer all the answers. Endless digital tools, changing consumer behaviour and fierce competition make it easy to feel lost. Without a clear structure, marketing can seem complex and overwhelming. Marketing. Reinventing the Basics breaks down marketing into clear steps, making key concepts easy to understand and apply. This book offers a fresh perspective on how marketing has evolved and revisits core marketing principles like the SAVE model, the Customer Decision Journey and the shift from product-based to value-driven marketing. No prior knowledge is needed, just the motivation to learn. Perfect for educators and aspiring marketers seeking real-world skills in a dynamic, digital-driven market. To enhance your learning experience, Marketing is accompanied by an AI chatbot, enabling you to interact with the book's content, ask personalised questions and explore tailored strategies for your brand. AUTHOR: Igor Nowé has held various marketing and sales positions in various national and international companies. He currently teaches Marketing and Account Management at Odisee University College (Brussels). He also teaches B2B, strategy and brand activation at Ehsal Management School (Brussels) and within the MBA program of the Flanders Business School (KU Leuven). In addition, he guides several companies in their strategy with valuemarketing.be. SELLING POINTS: . Supported with AI to help with studying . Evolution of marketing throughout the years, based on the changes in consumer behaviour
