Scandinavian Edition
De som köpt den här boken har ofta också köpt Procurement and Supply Chain Management av Arjan Van Weele (häftad).
Köp båda 2 för 1721 krAnders 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.
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