Principles of Marketing Scandinavian Edition

Höfundar: Philip Kotler; Gary Armstrong; Sridhar Balasubramanian; Anders Parment (Útgáfa: 4)
Principles of Marketing Scandinavian Edition

Kaup valmöguleikar

Explore the key principles of marketing with a Scandinavian perspective, whilst learning how to navigate a constantly evolving global marketplace. This fourth edition of Principles of Marketing, Scandinavian Edition, equips you to understand people, create value, and build resilient brands amid AI shifts, platform fragmentation, supply chain shocks, and rising sustainability expectations. This fourth, Scandinavian edition has a balance of global perspectives and local intelligence, with regional and global cases which translate cutting-edge research into practical decisions you can make now.

New to this edition is a new chapter on Digital Marketing which tackles subjects such as platform ecosystems, micro-influencers, data privacy, and the ethical use of AI, plus a thoroughly revised chapter on marketing research reflects recent developments in the field. Cases have been updated through the text to reflect current realities of marketing in today’s business environment, and ethics has been further woven into every topic—not as an add-on, but as a core skill.

Nánar um bókina

Útgefandi
Pearson International Content
ISBN
9781292488813
Print ISBN
9781292756615
Format
ePub
Útgáfa
4
Höfundar
Philip Kotler; Gary Armstrong; Sridhar Balasubramanian; Anders Parment
Tungumál
English
Útgefið
2026-04-10
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Welcome
  • Cover
  • Cover
  • Half Title Page
  • Half Title Page
  • Title Page
  • Title Page
  • Copyright
  • Copyright
  • Brief Contents
  • Brief Contents
  • Preface
  • Preface
  • About the Authors
  • About the Authors
  • Chapter 1 Marketing: Creating customer value and engagement
  • Introduction: Marketing: Creating customer value and engagement
  • Company case
  • Company case
  • 1.1 What is marketing?
  • 1.1 What is marketing?
  • Marketing defined
  • The marketing process
  • 1.2 Understanding the marketplace and customer needs
  • 1.2 Understanding the marketplace and customer needs
  • Customer needs, wants, and demands
  • Market offerings – products, services, solutions, and experiences
  • Customer value and satisfaction
  • Exchanges and relationships
  • Markets
  • 1.3 Designing a customer value-driven marketing strategy
  • 1.3 Designing a customer value-driven marketing strategy
  • Selecting customers to serve
  • Choosing a value proposition
  • Marketing management orientations
  • 1.4 Managing customer relationships and capturing customer value
  • 1.4 Managing customer relationships and capturing customer value
  • Customer relationship management
  • Customer engagement through digital and social media marketing
  • Consumer-generated marketing
  • Partner relationship management
  • 1.5 Capturing value from customers
  • 1.5 Capturing value from customers
  • Creating customer loyalty and retention
  • Growing share of customer
  • Building customer equity
  • 1.6 The changing marketing landscape
  • 1.6 The changing marketing landscape
  • Digital and social media marketing
  • Globalisation under threat
  • Urbanisation and polarisation
  • The call for sustainability: More ethics and social responsibility
  • The growth of not-for-profit marketing
  • 1.7 The main focus of this book: Large, complex organisations
  • 1.7 The main focus of this book: Large, complex organisations
  • Marketing in small and medium-sized businesses
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 2 Company and marketing strategy
  • Introduction: Company and marketing strategy
  • Company case
  • Company case
  • 2.1 Company-wide strategic planning: Defining marketing’s role
  • 2.1 Company-wide strategic planning: Defining marketing’s role
  • Defining a market-oriented mission
  • Setting company objectives and goals
  • Designing the business portfolio
  • 2.2 Marketing strategy and the marketing mix
  • 2.2 Marketing strategy and the marketing mix
  • Customer value-driven marketing strategy
  • Developing an integrated marketing mix
  • 2.3 Value chain strategy
  • 2.3 Value chain strategy
  • Partnering to create great offers and build relationships
  • 2.4 Managing the marketing effort and marketing return on investment
  • 2.4 Managing the marketing effort and marketing return on investment
  • Marketing analysis
  • Marketing planning
  • Marketing implementation
  • Marketing department organisation
  • Marketing control
  • 2.5 International marketing strategy
  • 2.5 International marketing strategy
  • Global marketing
  • Is the company truly global? National and global attitudes
  • Standardisation or local adaptation? Deciding on the global marketing programme
  • 2.6 Measuring and managing return on marketing investment
  • 2.6 Measuring and managing return on marketing investment
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 3 Analysing the marketing environment
  • Introduction: Analysing the marketing environment
  • Company case
  • Company case
  • 3.1 The marketing environment
  • 3.1 The marketing environment
  • The company’s micro-environment
  • Suppliers
  • Marketing intermediaries
  • Competitors
  • Publics
  • Customers
  • The company’s macro-environment
  • 3.2 Demographic environment
  • 3.2 Demographic environment
  • Changing population age structures
  • Generational marketing
  • Changing family structures
  • Geographic shifts in population
  • Increasing diversity
  • 3.3 Economic environment
  • 3.3 Economic environment
  • Changes in income and spending
  • Ecological environment
  • 3.4 Technological environment
  • 3.4 Technological environment
  • 3.5 Political and social environment
  • 3.5 Political and social environment
  • Increased emphasis on ethics and socially responsible behaviour
  • 3.6 Cultural environment
  • 3.6 Cultural environment
  • The persistence of cultural values
  • People’s views of themselves
  • People’s views of others
  • People’s views of organisations
  • People’s views of society
  • People’s views of nature
  • 3.7 Responding to the marketing environment: Proactive and reactive attitudes
  • 3.7 Responding to the marketing environment: Proactive and reactive attitudes
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 4 Marketing research to gain consumer insights
  • Introduction: Marketing research to gain consumer insights
  • Company case
  • Company case
  • 4.1 Marketing information and consumer insights
  • 4.1 Marketing information and consumer insights
  • Marketing information and today’s ‘big data’
  • Developing consumer insights
  • The marketing information ecosystem
  • Big data and marketing analytics
  • Ethnographic research and big data – two approaches to understand consumers
  • 4.2 Assessing information needs and developing data
  • 4.2 Assessing information needs and developing data
  • Developing marketing information
  • Competitive marketing intelligence
  • 4.3 Marketing research
  • 4.3 Marketing research
  • Traditional marketing research in transition
  • Defining the problem and research objectives
  • Developing the research plan
  • Gathering secondary data
  • Primary data collection
  • 4.4 Research approaches
  • 4.4 Research approaches
  • Observational research
  • Surveys and questionnaires
  • Interviews and focus groups
  • Consumer insight communities
  • Experimental research
  • Digital text analysis
  • Digital, mechanical, and biosensors
  • Online tracking and targeting
  • 4.5 Contact methods
  • 4.5 Contact methods
  • Mail, telephone, and personal interviewing
  • Online marketing survey research
  • Sampling plan
  • 4.6 Implementing the research plan
  • 4.6 Implementing the research plan
  • Interpreting and reporting the findings
  • 4.7 Analysing and using marketing information
  • 4.7 Analysing and using marketing information
  • Customer relationship management (CRM)
  • Big data, marketing analytics, and artificial intelligence
  • Distributing and using marketing information and knowledge
  • 4.8 Other marketing information considerations
  • 4.8 Other marketing information considerations
  • Marketing research in small businesses and not-for-profit organisations
  • International marketing research
  • Public policy and ethics in marketing research
  • Intrusions into consumer privacy
  • Consumer data security and protection
  • Misuse of research findings
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Chapter 5 Sustainable marketing, social responsibility, and ethics
  • Introduction: Sustainable marketing, social responsibility, and ethics
  • Company case
  • Company case
  • 5.1 What is sustainable marketing?
  • 5.1 What is sustainable marketing?
  • The sharing economy: A sustainability and business opportunity
  • Sharing and platform business models
  • Sustainability: The dead angle of economic growth?
  • Greenwashing
  • 5.2 Social criticisms of marketing
  • 5.2 Social criticisms of marketing
  • Marketing’s impact on individual consumers
  • High advertising and promotion costs
  • Deceptive practices
  • High-pressure selling
  • Shoddy, harmful, or unsafe products
  • Planned obsolescence
  • Poor service to disadvantaged consumers
  • 5.3 Marketing’s impact on society as a whole
  • 5.3 Marketing’s impact on society as a whole
  • False wants and excessive materialism
  • Increased pressure on public goods
  • Cultural pollution
  • 5.4 Marketing’s impact on other businesses
  • 5.4 Marketing’s impact on other businesses
  • 5.5 Pathways to sustainable marketing
  • 5.5 Pathways to sustainable marketing
  • Consumer actions to promote sustainable marketing
  • Consumerism
  • Environmentalism
  • Business actions toward sustainable marketing
  • Specific approaches to reducing environmental harm
  • 5.6 Building a sustainable marketing organisation
  • 5.6 Building a sustainable marketing organisation
  • Sustainable marketing principles
  • Be consumer-centric, always
  • Build long-term customer value
  • Embrace a sense of mission
  • Do no harm – Inspire socially responsible outcomes
  • Public actions to regulate marketing
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 6 Consumer markets and consumer buyer behaviour
  • Introduction: Consumer markets and consumer buyer behaviour
  • Company case
  • Company case
  • 6.1 Models of consumer behaviour
  • 6.1 Models of consumer behaviour
  • 6.2 Characteristics affecting consumer behaviour
  • 6.2 Characteristics affecting consumer behaviour
  • Cultural factors
  • Mature consumers – The Baby Boomer generation
  • Social grade
  • Social factors
  • User-generated content
  • Family
  • Roles and status
  • Personal factors
  • Psychological factors
  • 6.3 Types of buying decision behaviour
  • 6.3 Types of buying decision behaviour
  • Complex buying behaviour
  • Dissonance-reducing buying behaviour
  • Habitual buying behaviour
  • Variety-seeking buying behaviour
  • 6.4 The buyer decision process and types of buying decision behaviour
  • 6.4 The buyer decision process and types of buying decision behaviour
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Post-purchase behaviour
  • The customer journey
  • 6.5 The buyer decision process for new products
  • 6.5 The buyer decision process for new products
  • Stages in the adoption process
  • Individual differences in innovativeness
  • Influence of product characteristics on rate of adoption
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Chapter 7 Business markets and business buyer behaviour
  • Introduction: Business markets and business buyer behaviour
  • Company case
  • Company case
  • 7.1 Business markets
  • 7.1 Business markets
  • Market structure and demand
  • Nature of the buying unit
  • Types of decisions and the decision process
  • 7.2 Business buyer behaviour
  • 7.2 Business buyer behaviour
  • Major types of buying situations
  • Participants in the business buying process
  • Major influences on business buyers
  • The business buyer decision process
  • E-procurement
  • 7.3 Business-to-business digital and social media marketing
  • 7.3 Business-to-business digital and social media marketing
  • 7.4 Institutional and governmental markets
  • 7.4 Institutional and governmental markets
  • Institutional markets
  • Governmental markets
  • 7.5 Legislation issues
  • 7.5 Legislation issues
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 8 Customer value-driven marketing strategy: Creating value for target customers
  • Introduction: Customer value-driven marketing strategy: Creating value for target customers
  • Company case
  • Company case
  • 8.1 Market segmentation in contemporary markets
  • 8.1 Market segmentation in contemporary markets
  • 8.2 Market segmentation
  • 8.2 Market segmentation
  • 8.3 Segmenting consumer markets
  • 8.3 Segmenting consumer markets
  • Geographic segmentation
  • Demographic segmentation
  • Age and lifecycle stage
  • Income segmentation
  • Psychographic segmentation
  • Behavioural segmentation
  • Occasions
  • Benefits sought
  • User status
  • Usage rate
  • Loyalty status
  • Using multiple segmentation bases
  • 8.4 Segmenting business markets
  • 8.4 Segmenting business markets
  • 8.5 Segmenting international markets
  • 8.5 Segmenting international markets
  • 8.6 Requirements for effective segmentation
  • 8.6 Requirements for effective segmentation
  • 8.7 Market targeting
  • 8.7 Market targeting
  • Evaluating market segments
  • Selecting target market segments
  • Concentrated marketing
  • Micromarketing (one-to-one marketing)
  • Local marketing
  • Individual marketing
  • Choosing a targeting strategy
  • Socially responsible target marketing
  • 8.8 Differentiation and positioning
  • 8.8 Differentiation and positioning
  • Positioning maps
  • Choosing a differentiation and positioning strategy
  • Choosing the right competitive advantages
  • Selecting an overall positioning strategy
  • Developing a positioning statement
  • Communicating and delivering the chosen position
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 9 The foundations of effective brand-building and an integrated marketing mix
  • Introduction: The foundations of effective brand-building and an integrated marketing mix
  • Company case
  • Company case
  • 9.1 A branding perspective
  • 9.1 A branding perspective
  • The branded society
  • 9.2 Where does a branding perspective apply?
  • 9.2 Where does a branding perspective apply?
  • Employer branding
  • 9.3 Branding strategy: Building strong brands
  • 9.3 Branding strategy: Building strong brands
  • Building strong brands
  • Brand positioning
  • Brand name selection
  • Brand sponsorship
  • National brands versus store brands
  • Licensing
  • Co-branding
  • Brand development
  • Managing brands
  • 9.4 Strong brands: The bridge to an effective marketing mix
  • 9.4 Strong brands: The bridge to an effective marketing mix
  • Cornerstones of a strong brand
  • The marketing mix makes the brand come alive
  • Products and services
  • Pricing
  • Marketing channels
  • Marketing communications
  • The marketing mix must be co-ordinated
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Chapter 10 Products and services
  • Introduction: Products and services
  • Company case
  • Company case
  • 10.1 What is a product?
  • 10.1 What is a product?
  • Products, services, and experiences
  • Levels of product and services
  • Product and service classifications
  • 10.2 The product lifecycle
  • 10.2 The product lifecycle
  • Introduction stage
  • Growth stage
  • Maturity stage
  • Decline stage
  • 10.3 Product and service decisions
  • 10.3 Product and service decisions
  • Individual product and service decisions
  • Product and service attributes
  • Product support services
  • Product line decisions
  • Product mix decisions
  • 10.4 New product development strategy
  • 10.4 New product development strategy
  • The new product development process
  • Idea generation
  • Idea screening
  • Concept development and testing
  • Marketing strategy development
  • Business analysis
  • Product development
  • Test marketing
  • Commercialisation
  • Managing new product development
  • 10.5 Services marketing
  • 10.5 Services marketing
  • The nature and characteristics of a service
  • Marketing strategies for service firms
  • The service-profit chain
  • Managing service differentiation
  • Managing service quality
  • Managing service productivity
  • Service-dominant logic
  • 10.6 Responsible product decisions
  • 10.6 Responsible product decisions
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Chapter 11 Pricing strategies
  • Introduction: Pricing strategies
  • Company case
  • Company case
  • 11.1 What is a price?
  • 11.1 What is a price?
  • 11.2 Major pricing strategies
  • 11.2 Major pricing strategies
  • Customer value-based pricing
  • Customers increasingly seek value
  • Company and product costs
  • Cost structures
  • Competition-based pricing
  • 11.3 Other internal and external considerations affecting price decisions
  • 11.3 Other internal and external considerations affecting price decisions
  • Overall marketing strategy, objectives, and mix
  • The market and demand: Pricing in different types of markets
  • Analysing the price-demand relationship
  • Price elasticity of demand
  • The economy
  • Competitors’ strategies and prices
  • Other external factors
  • 11.4 New product pricing strategies
  • 11.4 New product pricing strategies
  • Market-skimming pricing
  • Market-penetration pricing
  • 11.5 Product mix pricing strategies
  • 11.5 Product mix pricing strategies
  • Product line pricing
  • Optional-product pricing
  • Captive-product pricing
  • By-product pricing
  • Product bundle pricing
  • 11.6 Price-adjustment strategies
  • 11.6 Price-adjustment strategies
  • Discount and allowance pricing
  • Segmented pricing
  • Psychological pricing
  • Promotional pricing
  • Geographical pricing
  • Dynamic and personalised pricing
  • International pricing
  • 11.7 Price changes
  • 11.7 Price changes
  • Initiating price changes
  • Responding to price changes
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Company case
  • Chapter 12 Marketing channels
  • Introduction: Marketing channels
  • Company case
  • Company case
  • 12.1 Supply chains and the value delivery network
  • 12.1 Supply chains and the value delivery network
  • 12.2 The nature and importance of marketing channels
  • 12.2 The nature and importance of marketing channels
  • 12.3 How channel members add value – a traditional approach
  • 12.3 How channel members add value – a traditional approach
  • Number of channel levels
  • 12.4 Channel behaviour and organisation
  • 12.4 Channel behaviour and organisation
  • Vertical marketing systems
  • Horizontal marketing systems
  • Multi-channel distribution systems
  • Direct-to-consumer (DTC) channels
  • Dependencies and conflicts in marketing channels
  • 12.5 Changing channel organisation: A contemporary approach
  • 12.5 Changing channel organisation: A contemporary approach
  • Channel design decisions
  • One or more channels? Multi-channel marketing channels
  • 12.6 Physical or online stores?
  • 12.6 Physical or online stores?
  • Organising efficient online retailing
  • 12.7 Omnichannel marketing: Blending in-store, online, mobile, and social media channels
  • 12.7 Omnichannel marketing: Blending in-store, online, mobile, and social media channels
  • 12.8 Designing international marketing channels
  • 12.8 Designing international marketing channels
  • Deciding how to enter the market
  • 12.9 Marketing channel-management decisions
  • 12.9 Marketing channel-management decisions
  • Legal considerations
  • 12.10 Marketing logistics and supply chain management
  • 12.10 Marketing logistics and supply chain management
  • Major logistics functions
  • Sustainable supply chains
  • Warehousing
  • Inventory management
  • Transportation
  • Integrated logistics management
  • 12.11 Retailing
  • 12.11 Retailing
  • Types of retailers
  • Franchising
  • Retailer marketing decisions
  • 12.12 Wholesaling
  • 12.12 Wholesaling
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Chapter 13 Marketing communications
  • Introduction: Marketing communications
  • Company case
  • Company case
  • 13.1 Integrated marketing communications
  • 13.1 Integrated marketing communications
  • 13.2 The communication process
  • 13.2 The communication process
  • 13.3 The marketing communications mix
  • 13.3 The marketing communications mix
  • 13.4 Advertising
  • 13.4 Advertising
  • Setting advertising objectives
  • Developing advertising strategy
  • Message strategy
  • Selecting advertising media
  • Evaluating advertising effectiveness and return on advertising investment
  • 13.5 International marketing communication decisions
  • 13.5 International marketing communication decisions
  • 13.6 Public relations
  • 13.6 Public relations
  • The role and impact of public relations
  • 13.7 Personal selling
  • 13.7 Personal selling
  • The role of the sales force
  • 13.8 Sales promotion
  • 13.8 Sales promotion
  • Consumer promotions tools
  • 13.9 Direct and digital marketing
  • 13.9 Direct and digital marketing
  • Grassroots marketing communications and user-generated content
  • 13.10 Steps in developing effective marketing communication
  • 13.10 Steps in developing effective marketing communication
  • Identifying the target audience
  • Determining the communication objectives
  • Designing a message
  • 13.11 Choosing communication channels and media
  • 13.11 Choosing communication channels and media
  • Personal communication channels
  • Non-personal communication channels
  • Selecting the message source
  • 13.12 Setting the total marketing communications budget and mix
  • 13.12 Setting the total marketing communications budget and mix
  • Setting the total marketing communications budget
  • 13.13 Marketing communications mix strategies
  • 13.13 Marketing communications mix strategies
  • 13.14 Challenges in the contemporary marketing communications landscape
  • 13.14 Challenges in the contemporary marketing communications landscape
  • Communication and message saturation
  • Communicating in a polarised world
  • Socially responsible marketing communication
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Chapter 14 Digital marketing
  • Introduction: Digital marketing
  • Company case
  • Company case
  • 14.1 Understanding digital marketing
  • 14.1 Understanding digital marketing
  • The new digital marketing model
  • Benefits of digital marketing to buyers and sellers
  • 14.2 Preparing for a digital marketing campaign
  • 14.2 Preparing for a digital marketing campaign
  • Knowing the digital consumer
  • Understanding consumer omnichannel navigation behaviour
  • Using experimentation to understand what works
  • 14.3 Employing digital channels in an omnichannel strategy
  • 14.3 Employing digital channels in an omnichannel strategy
  • Online marketing
  • Online advertising
  • Email marketing
  • Online videos
  • Blogs and other online forums
  • 14.4 Social media marketing
  • 14.4 Social media marketing
  • Using social media
  • Types and functions of social media
  • Social media marketing advantages and challenges
  • Mobile marketing
  • 14.5 Creating an integrated omnichannel strategy
  • 14.5 Creating an integrated omnichannel strategy
  • Overcoming the challenges to omnichannel marketing communications
  • 14.6 Public policy issues in digital marketing
  • 14.6 Public policy issues in digital marketing
  • Consumer privacy
  • Irritation, deception, and fraud
  • Data integrity and security
  • Antitrust concerns
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Company case
  • Company case
  • Chapter 15 Creating competitive advantage
  • Introduction: Creating competitive advantage
  • Company case
  • Company case
  • 15.1 All organisations should strive for competitive advantage
  • 15.1 All organisations should strive for competitive advantage
  • 15.2 Competitor analysis
  • 15.2 Competitor analysis
  • What industry are we operating in?
  • Identifying competitors
  • Industry and market definitions of competition
  • The changing nature of industry boundaries
  • Restrictions in business-to-business markets
  • Assessing competitors
  • Selecting competitors to attack and avoid
  • 15.3 Designing a competitive intelligence system
  • 15.3 Designing a competitive intelligence system
  • Finding uncontested market spaces
  • 15.4 Competitive strategies
  • 15.4 Competitive strategies
  • Approaches to marketing strategy
  • Basic competitive strategies
  • Competitive positions
  • Market leader strategies
  • Market challenger strategies
  • Market follower strategies
  • Market nicher strategies
  • 15.5 Balancing customer and competitor orientations
  • 15.5 Balancing customer and competitor orientations
  • External and internal sources of competitive advantage
  • Summary
  • Summary
  • Key terms
  • Discussing the concepts
  • Discussing the concepts
  • Applying the concepts
  • Applications and cases
  • Applications and cases
  • Footnotes
  • Glossary