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.

ÖVRIGT:
Mediatyp: Bok
Bandtyp: Övrigt
Författare: Gary Armstrong
Förlag: Pearson Education
Språk: Engelska
Omfång: 552 sidor
Mått (bxhxd): 269x200x21 mm
Vikt: 1038 gram
Illustrerad: Nej

Streckkod: 9781292354996
SKU: 781193