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. 

Anders Parment isan award-winning researcher and author. He is a Senior Lecturer and Researcherin Marketing at Stockholm University School of Business. He has won severalprizes for his books and teaching, and is a well-known speaker andconsultant. 

Chapter 1 Marketing: creating customer value and engagement 

Chapter 2 Company and marketing strategy 

Chapter 3 Analysing the marketing environment 

Chapter 4 Marketing research to gain consumer insights 

Chapter 5 Sustainable marketing, social responsibility andethics 

Chapter 6 Consumer markets and consumer buyer behaviour 

Chapter 7 Business markets and business buyer behaviour 

Chapter 8 Customer value-driven marketing strategy: creating valuefor target customers

Chapter 9 Branding: developing strong brands 

Chapter 10 Products and services 

Chapter 11 Pricing strategies 

Chapter 12 Marketing channels 

Chapter 13 Marketing communications 

Chapter 14 Creating competitive advantage