Principles of Marketing (3rd Ed.) Scandinavian Edition
Auteurs : Parment Anders, Kotler Philip, Armstrong Gary
Chapter 1 Marketing: creating customer value and engagement
Chapter 2 Company and marketing strategy
Chapter 3 Analysing the marketing environment
Chapter 4 Marketing research to gain consumer insights
Chapter 5 Sustainable marketing, social responsibility andethics
Chapter 6 Consumer markets and consumer buyer behaviour
Chapter 7 Business markets and business buyer behaviour
Chapter 8 Customer value-driven marketing strategy: creating valuefor target customers
Chapter 9 Branding: developing strong brands
Chapter 10 Products and services
Chapter 11 Pricing strategies
Chapter 12 Marketing channels
Chapter 13 Marketing communications
Chapter 14 Creating competitive advantage
Anders Parment isan award-winning researcher and author. He is a Senior Lecturer and Researcherin Marketing at Stockholm University School of Business. He has won severalprizes for his books and teaching, and is a well-known speaker andconsultant.
Date de parution : 07-2020
Ouvrage de 552 p.
19.6x26.5 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 79,21 €
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