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.

Marknadsfoering: Teori och tillampningar utgoer en utmarkt och uppskattad introduktion till marknadsfoeringsomradet. Boken utgar fran Kotlers och Armstrongs teori- och modellvarld och knyter an till den referensram som miljontals marknadsfoerare varlden oever anvander som utgangspunkt foer marknadsfoeringsbeslut.

The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations. Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred-thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author's experiences from hundreds of organizations where he has been involved as a consultant - offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.

Generation Y in Consumer and Labor Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred--thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author's experiences from hundreds of organizations where he has been involved as a consultant -- offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.

The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations. Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

Dieses Buch beschreibt die Auswirkungen des globalen Wettbewerbs auf Automobilhandel, -vertrieb und -produktion: Urbanisierung, weniger Fuhrerscheinpruflinge, hoehere Kosten fur Autonutzung, harte Konkurrenz unter den Herstellern und ein drastisch verandertes Konsumentenverhalten bestimmen die Markte. Ergo: Die Automobilbranche muss dringend umdenken! Anders Parment bietet die fundierte Grundlage dafur. Er analysiert, wie Kundenpraferenzen entstehen, welche Faktoren das komplexe Umfeld des Automobilvertriebs beeinflussen und welche Best-Practice-Beispiele aus anderen Branchen als Vorbild fur Vertriebsstrategien und nachhaltige Geschaftsmodelle dienen koennen. Die Ausfuhrungen basieren auf umfangreichem Datenmaterial aus Umfragen, aktuellen Studien und Beratungsprojekten. Ein zukunftsweisendes Buch fur samtliche Player in der Automobilbranche.

This book deals with Automobile Marketing and how distribution contributes to manufacturers' and dealers' competitiveness. Based on a thorough analysis of the automobile industry, different distribution solutions are investigated through applying a framework of four strategic issues. First, the pressure to keep distribution costs low while conveying a clear brand message gives rise to decisions on solus or multi franchising. Second, the choice of either selling through one channel that is likely to be committed to the brand, or through multi channels, meaning competition among channels. Third, the choice of selling the products through own outlets or through franchised dealers, the latter giving rise to conflicting interests. Fourth, the choice of mechanisms for coordinating channel members' efforts and knowledge exchange. The findings are presented as four distribution chain configurations: the brand-based chain, the efficiency-based chain, the flexibility-based chain and the premium aspiration chain, the latter representing an inferior strategy by trying to be a premium brand while lacking attractive products.