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Anders, Ph.D. Parment, Anders Parment, Philip Kotler, Gary Armstrong e.a.

Principles of Marketing

Name: Principles of Marketing
Author: Anders, Ph.D. Parment

Scandinavian Edition

Paperback Engels 2020 9781292354996

90,94

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Samenvatting

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) Flashcards Multiple choice questions Figures and tables Cases

Specificaties

ISBN13:9781292354996

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

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Inhoudsopgave

Chapter 1 Marketing: creating customer value and engagement  <o:p></o:p> Chapter 2 Company and marketing strategy  <o:p></o:p> Chapter 3 Analysing the marketing environment  <o:p></o:p> Chapter 4 Marketing research to gain consumer insights  <o:p></o:p> Chapter 5 Sustainable marketing, social responsibility andethics  <o:p></o:p> Chapter 6 Consumer markets and consumer buyer behaviour  <o:p></o:p> Chapter 7 Business markets and business buyer behaviour  <o:p></o:p> Chapter 8 Customer value-driven marketing strategy: creating valuefor target customers Chapter 9 Branding: developing strong brands  <o:p></o:p> Chapter 10 Products and services  <o:p></o:p> Chapter 11 Pricing strategies  <o:p></o:p> Chapter 12 Marketing channels  <o:p></o:p> Chapter 13 Marketing communications  <o:p></o:p> Chapter 14 Creating competitive advantage  <o:p></o:p>

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