Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is true to Kotler and Armstrong's classic conceptual framework, which has proved itself an exceptional introduction to marketing and has been used by millions of students all over the world. Principles of Marketing outlines and discusses concepts and ideas that help students and practitioners develop an effective marketing strategy for today's markets. Cases and examples are written to reflect current best practice with a focus on Scandinavian and European companies. The book describes and explains how these companies deal with challenges in domestic and international markets. Set within a Scandinavian context, the text is nonetheless global in scope and thus very relevant for modern marketers. This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitization and changes in consumer behaviour.
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Chapter 1 Marketing: creating customer value and engagement Chapter 2 Company and marketing strategy Chapter 3 Analysing the marketing environment Chapter 4 Marketing research to gain consumer insights Chapter 5 Sustainable marketing, social responsibility andethics Chapter 6 Consumer markets and consumer buyer behaviour Chapter 7 Business markets and business buyer behaviour Chapter 8 Customer value-driven marketing strategy: creating valuefor target customers Chapter 9 Branding: developing strong brands Chapter 10 Products and services Chapter 11 Pricing strategies Chapter 12 Marketing channels Chapter 13 Marketing communications Chapter 14 Creating competitive advantage
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Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is true to Kotler and Armstrong's classic conceptual framework, which has proved itself an exceptional introduction to marketing and has been used by millions of students all over the world. Principles of Marketing outlines and discusses concepts and ideas that help students and practitioners develop an effective marketing strategy for today's markets. Cases and examples are written to reflect current best practice with a focus on Scandinavian and European companies. The book describes and explains how these companies deal with challenges in domestic and international markets. Set within a Scandinavian context, the text is nonetheless global in scope and thus very relevant for modern marketers. This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitization and changes in consumer behaviour. About the author Anders Parment is an award-winning researcher and author. He is a Senior Lecturer and Researcher in Marketing at Stockholm University School of Business. He has won several prizes for his books and teaching, and is a well-known speaker and consultant. For digital resources to accompany this book, redeem the access code on the inside of the cover at www.pearsonmylab.nl, where you will find: the digital version of the book (eText)FlashcardsMultiple choice questionsFigures and tablesCases
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Produktdetaljer
ISBN
9781292354996
Publisert
2020-07-23
Utgave
3. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1034 gr
Høyde
265 mm
Bredde
196 mm
Dybde
22 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
552
Om bidragsyterne
Anders Parment isan award-winning researcher and author. He is a Senior Lecturer and Researcherin Marketing at Stockholm University School of Business. He has won severalprizes for his books and teaching, and is a well-known speaker andconsultant.