Principles of MarketingUpplaga 3

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. The third edition has been thoroughly revised with a much stronger focus on sustainability and digitization along with recent changes in business practice. A new chapter on sustainability has been added, and a thoroughly rewritten chapter on marketing research and consumer insights. Numerous new cases have been added througout the text. The last chapter concludes the insights from the book by using a core concept in marketing: competitive advantage.