Professional Marketing

Professional Marketing is a basic marketing textbook. Its starting point is the question “What do marketers do?”. In pursuing this question, the authors look at several different perspectives on marketing, such as the roles played by marketers in organizations and society, and the various actors that are involved in and affected by marketing. The authors also discuss how marketers should think and act in different situations, e.g. whether they focus on consumers or business customers, if they sell goods or services, or whether they target international markets.

In addition to timeless topics like segmentation, positioning, market research and buying behaviour, the book also addresses a number of special marketing themes. These include relationship marketing, key account management, value process logic, viral marketing, product placement, marketing and postmodernism, ethics, social marketing, customer care, service-dominant logic, and internal marketing. Throughout the book the authors draw on research as well as their own experiences to guide the reader through the marketing maze, using illustrative examples from theory and practice. Based on a Swedish edition, the first English version has been updated with new research findings and current cases.

Although Professional Marketing is primarily intended for introductory marketing courses at university level, it is also suitable for corporate education programs and self-study. It contains a large number of marketing decision-making tools and real-life cases, which means that Professional Marketing is also a valuable asset for marketers who need inspiration in their daily work.