Principles of marketing
/ Philip Kotler, Gary Armstrong, Anders Parment
- Third edition ; Scandinavian edition
- Harlow, England : Pearson Education, 2020
- xix, 531 pages : illustrations (chiefly color) ; 28 cm.
Includes bibliographical references (p. R-1 - R-30) and indexes.
Marketing : creating and capturing customer value -- Company and marketing strategy -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behaviour -- Business markets and business buyer behaviour -- Customer-driven marketing strategy : creating value for target customers -- Branding : developing strong brands -- Products and services -- Pricing strategies -- Marketing channels -- Market communication -- Creating competitive advantage -- Marketing in a global marketplace striving for sustainability.
Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is tru 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 contemporary marketers.
This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitalization, and changes in consumer behaviour.