Based on modern marketing theories and practices, the book MARKETING: From Basic Principles to Contemporary Challenges, 2nd edition is an essential reference for students of management and economics, as well as for professionals looking to enhance their knowledge in the field.

This work, written by nine marketing professors from Greek institutions of higher education, offers a comprehensive and contemporary approach to marketing science, with both theoretical and practical foundations. The study of marketing is enriched through numerous examples and analyses based on the Greek context. In this way, readers can understand how global marketing principles are applied and adapted to the Greek business environment.

Select case studies from the Greek market help reinforce the concepts and strategies discussed in each chapter. The book covers a wide range of topics, from basic consumer behavior principles, strategic positioning, to modern trends in the digital marketing era.

The clear and systematic approach makes it an ideal resource for teaching and learning marketing. Whether as a guide for students or as a reference point for professionals, MARKETING: From Basic Principles to Contemporary Challenges, 2nd edition is an essential tool for understanding and applying fundamental marketing principles in the modern business world.

Contents:

• Introduction to the World of Marketing
• Analysis of the Marketing Environment
• Strategic Planning and Marketing Strategies
• Information System 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
• Services Marketing
• Industrial Marketing
• Marketing in Industrial (B2B) Markets
• Agricultural Products & Food Marketing
• Social, Ethical & Sustainable Marketing