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.
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