Principles of Marketing: Scandinavian Edition - Couverture souple

Parment Ph.D., Anders; Kotler, Philip; Armstrong, Gary

Couverture souple

ISBN 10 : 1292354992 ISBN 13 : 9781292354996

Editeur : Pearson Education Limited, 2020

Synopsis

Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is true 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 modern marketers. This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitization and changes in consumer behaviour.

A propos du livre

À propos de l?auteur

Anders Parment is an award-winning researcher and author. He is a 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.

À propos de la quatrième de couverture

Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is true 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 modern marketers. This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitization and changes in consumer behaviour. 

About the author

Anders Parment is an award-winning researcher and author. He is a 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 digital resources to accompany this book, redeem the access code on the inside of the cover at www.pearsonmylab.nl, where you will find:

• the digital version of the book (eText)
• Flashcards
• Multiple choice questions
• Figures and tables
• Cases 
   

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2020
• Langue: anglais
• ISBN 10: 1292354992
• ISBN 13: 9781292354996
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 552
• Coordonnées du fabricant: Pearson Benelux BV; productsafety@pearson.com; ; Kabelweg 37; Amsterdam; 1014 BA; Pays-Bas