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Principles of Marketing

Scandinavian Edition

Paperback Engels 2020 9781292354996
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Samenvatting

 

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 

Specificaties

ISBN13:9781292354996
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education
Hoofdrubriek:

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Inhoudsopgave

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 

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