- Häftad (Paperback)
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- Kotler, Philip / Armstrong, Gary
- Antal komponenter
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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 Armstrongs 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 todays 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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Fler böcker av Anders Parment
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.
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