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Principles of Marketing Scandinavian Edition ePub
 
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‭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

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