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Full Description
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.
Contents
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
