Gives students an overview of each chapter, summarizes the major topics and concepts, and strengthens understanding through situational exercises involving cases, chapter highlights and quizzes. This guide includes a section of lecture notes that reproduces the transparencies with the chapter outline for easy in-class note taking.
A section of lecture notes reproduces the transparencies with the chapter outline for easy in-class note taking. New to the eighth edition, the study guide is now available as an on-line study guide through the PHLIP website.
Principles of Marketing Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This, the second 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 book 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 in 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 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.
Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.
A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.
