Opis: Principles of Marketing Swedish Edition:Swedish Edition - Philip Kotler, Gary Armstrong, Anders Parment

Preface xiii about the authors xv acknowledgements xvi Chapter 1 marketing: creating and capturing customer value 3 Chapter 2 Company and marketing strategy 43 Chapter 3 analysing the marketing environment 71 Chapter 4 managing marketing information to gain customer insights 99 Chapter 5 Consumer markets and consumer buyer behaviour 125 Chapter 6 Business markets and business buyer behaviour 157 Chapter 7 Customer-driven marketing strategy: creating value for target customers 181 Chapter 8 Branding: developing strong brands 217 Chapter 9 Products and services 249 Chapter 10 Pricing strategies 275 Chapter 11 marketing channels 311 Chapter 12 market communication 347 Chapter 13 Creating competitive advantage 383 Chapter 14 marketing in a global marketplace striving for sustainability 403 Glossary 447 index 453

Szczegóły: Principles of Marketing Swedish Edition:Swedish Edition - Philip Kotler, Gary Armstrong, Anders Parment

Tytuł: Principles of Marketing Swedish Edition:Swedish Edition
Autor: Philip Kotler, Gary Armstrong, Anders Parment
Producent: Pearson
ISBN: 9781292104805
Rok produkcji: 2016
Ilość stron: 492
Oprawa: Miękka
Waga: 1.01 kg

Recenzje: Principles of Marketing Swedish Edition:Swedish Edition - Philip Kotler, Gary Armstrong, Anders Parment