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.
Principles of Marketing offers
- a unique combination of Swedish and international perspectives
- classic marketing thinking combined with emerging, research-based perspectives, which are explained and highlighted using engaging pedagogy
- current examples from a variety of industries, and completely up to date with the latest marketing techniques
About the Author
Anders Parment is an award-winning researcher and author. He is Senior Lecturer and Researcher in Marketing at Stockholm University School of Business. He has won several prizes for his books and teaching and is a well-known speaker and consultant.
For further resources please go to www.pearsoned.co.uk/parment
Det finns 2 recensioner av . Sätt betyg och recensera.
Bokmalen, 1 augusti 2014
Detta är en lättläst bok om marknadsföring där man lär sig grunderna. De har med många bra exempel om det de skriver om vilket gör att man förstår all fakta mycket enklare.
Gillade boken skarpt och det är första gången jag fastnat i en studiebok.
Fler böcker av Anders Parment
About the author
Chapter 1Marketing: creating and capturing customer value
Chapter 2Company 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 12Market communication
Chapter 13Creating competitive advantage
Chapter 14 Marketing in a global marketplace striving for sustainability