Professionell marknadsföring

by Björn Axelsson

Professional Marketing is a basic marketing textbook. It begins with the question, "What do marketers do?" and that leads to different perspectives, roles played by marketers and those who are affected by marketing. Consumer and business marketing, goods and services, national or international marketing, positioning, market research and a number of special marketing themes are explored. The authors have included decision-making tools and real-life cases that inspire marketers and add value to their daily work. Though this is an introductory marketing text for university level work, it is also suitable for corporate programs and self-study.

493 pages, Paperback

First published April 1, 2012