Anders Parment, Philip Kotler, Gary Armstrong

Principles of Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Principles of Marketing,Scandinavian Edition is an ideal introductory text for undergraduate students andpractitioners alike. This book, the third Scandinavian edition, is true toKotler and Armstrong's classic conceptual framework, which has proved itself anexceptional introduction to marketing and has been used by millions of studentsall over the world.

Principles of Marketingoutlines and discusses concepts and ideas that help students and practitionersdevelop an effective marketing strategy for today's markets. Cases and examplesare written to reflect current best practice with a focus on Scandinavian andEuropean companies. The book describes and explains how these companies dealwith challenges in domestic and international markets. Set within aScandinavian context, the text is nonetheless global in scope and thus veryrelevant for modern marketers.

This third edition has beenthoroughly revised to reflect current marketing theory and practice with aparticular focus on sustainability, digitization and changes in consumerbehaviour.

About the author

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.

For digital resources to accompany this book, redeem the accesscode on the inside of the cover at www.pearsonmylab.nl, whereyou will find:

• The digital version of the book (eText)
• Flashcards
• Multiple choice questions
• Figures and tables
• Cases

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Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Pearson ITP
• Seitenzahl: 1
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 7. September 2020
• Englisch
• ISBN-13: 9781292355016
• Artikelnr.: 65607530

Autorenporträt

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.

Inhaltsangabe

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