PRINCIPLES OF MARKETING SWEDISH EDITION

Beskrivning:

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 Armstrong’s 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 today’s 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