Principles of Marketing Scandinavian Edition : Scandinavian Edition | 3rd edition

by Gary Armstrong, Anders Parment and Dr. Philip T. Kotler

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Publisher	Pearson Education
Language	English
Book type	Paperback
Utgiven	2020-07-23
Edition	3
More editions	2016/2
Pages	552
ISBN	9781292354996
Kategori(er)	Business, Economics & Management

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Used within following courses

FE1302 PR9501 1FE406 FE9045 2FE212 MIOF02 1IK600 1FE926 1FE404 1FE407

Description

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.

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