Principles of Marketing Swedish Edition is an ideal introductory text for undergraduate students and practitioners alike. This, the first Swedish edition, is true to Kotler and Armstrongs classic conceptual framework, which has proved itself as an exceptional introduction to marketing and has been used by millions of students all over the world.
The book 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 in Swedish, Scandinavian and European companies. The book describes and explains how these companies deal with challenges in domestic and international markets. It is set in a Swedish context but is global in scope and is very relevant for modern marketers.
The book looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the marketplace.BRIEF CONTENTS Guided tour Preface About the author Publisher’s acknowledgements Chapter 1 Marketing: creating and capturing customer value Chapter 2 Company and marketing strategy Chapter 3 Analysing the marketing environment Chapter 4 Managing marketing information to gain customer insights Chapter 5 Consumer markets and consumer buyer behaviour Chapter 6 Business markets and business buyer behaviour Chapter 7 Customer-driven marketing strategy: creating value for target customers Chapter 8 Branding: developing strong brands Chapter 9 Products and services Chapter 10 Pricing strategies Chapter 11 Marketing channels Chapter 12 Market communication Chapter 13 Creating competitive advantage Chapter 14 Marketing in a global marketplace striving for sustainability Subject index Company index