Anders Parment – författare

Marknadsföring: Teori och tillämpningar utgör en utmärkt och uppskattad introduktion till marknadsföringsområdet. Boken utgår från Kotlers och Armstrongs teori- och modellvärld och knyter an till den referensram som miljontals marknadsförare världen över använder som utgångspunkt för marknadsföringsbeslut. 

In-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices

Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition.

This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes.

The book is accompanied by a companion site for instructors and faculty, which includes PowerPoint slides and exam Q&A’s. Videos introducing each chapter’s content are also available via YouTube.

Written by a team of highly qualified academics, Marketing and Sustainability includes information on:

Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society—all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.

Marknadsföring kort och gott ger dig en kortfattad och insiktsfull överblick av marknadsföringsområdet.

Med den här boken behöver du inte en 1000-sidig introduktionsbok, som är sprängfylld med case och instuderingsfrågor. Du lär dig här alla centrala begrepp och modeller som gör dig delaktig i marknadsförarens språk och tänkesätt, till exempel segmentering, marknadskommunikation och konsumentbeteende. De grundläggande teorierna behandlas och nya, utmanande perspektiv presenteras.

Sagt om boken"Anders Parment, som är forskare vid Stockholm Business School, har själv publicerat ett stort antal böcker om marknadsföring och också medverkat vid utgivningen av den svenska versionen av Philip Kotlers marknadsföringsbibel Principles of marketing. Med syftet att på ett par hundra sidor ge en överblick över marknadsföringsområdet och de viktigaste grundläggande modellerna utan att bli alltför omfattande, lanserades 2008 den första upplagan av Marknadsföring kort och gott. I den föreliggande andra upplagan har texten reviderats, och referenser, lästips och exempel aktualiserats. Efter en introduktion till marknadsföring och marknadsanalys behandlas begrepp som konkurrens- och marknadsföringsstrategi, segmentering, positionering och varumärkesstrategi. I den avslutande delen ägnas ett kapitel åt vardera de fyra P:n som tillsammans utgör en organisations ”marketing mix”: Produkt, Pris, Plats/distribution och Påverkan. Boken lämpar sig såväl i grundkurser vid universitet och högskolor som för praktiker inom näringsliv, offentlig sektor och civilsamhälle." Folke Hermanson Snickars, lektör, BTJ häftet nr 11, 2015.

Om författarenAnders Parment, ek.dr, är lärare och forskare vid Stockholm Business School, Stockholms universitet. Han har skrivit ett tjugotal böcker och ett tiotal artiklar om olika aspekter av marknadsföring.

The car - once everybody''s dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity.Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations.Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

In-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices

Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition.

This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes.

The book is accompanied by a companion site for instructors and faculty, which includes PowerPoint slides and exam Q&A’s. Videos introducing each chapter’s content are also available via YouTube.

Written by a team of highly qualified academics, Marketing and Sustainability includes information on:

Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society—all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.