Based on modern theories and practices of marketing, the book MARKETING: From Basic Principles to Modern Challenges is an essential text for students of management and economics, as well as for professionals looking to enhance their knowledge in the field.

This work, authored by nine marketing professors from Greek universities, offers a comprehensive and contemporary approach to the science of marketing, with both theoretical and practical foundations.

The study of marketing is enriched through numerous examples and analyses based on the Greek reality. In this way, readers have the opportunity to understand how global marketing principles are applied and adapted to the Greek business environment. Especially selected case studies from the Greek market help to reinforce the concepts and strategies discussed in each chapter.

The book covers a wide range of topics, from the basic principles of buying behavior and strategic positioning to modern trends in the digital age of marketing. Its clear and methodical approach makes it an ideal aid for teaching and learning marketing.

Whether as a guide for students or as a reference point for professionals, MARKETING: From Basic Principles to Modern Challenges is an essential tool for understanding and applying the fundamental principles of marketing in the modern business world.

Contents:

• Introduction to the World of Marketing
• Marketing Environment Analysis
• Strategic Planning and Marketing Strategies
• Information Systems and Marketing Research
• Consumer and Buyer Behavior
• Market Segmentation-Targeting and Product Positioning
• Product Policy and Brand Management
• Pricing Policy
• Distribution Policy
• Integrated Marketing Communication Policy
• Service Marketing
• Industrial Marketing in Business-to-Business (B2B) Markets
• Marketing of Agricultural Products & Foods
• Social, Ethical & Sustainable Marketing