Principles of Marketing (MA-I(e))


Name:Anders Parment
Title :
Assistant Professor

PhD (econ)
Phone:+46 8 674 7082
Fax:+46 8 674 7440
Room:7:126 B
Sektionen för marknadsföring

  Anders Parment, Ph. D., is Assistant Professor in Marketing. Anders gives lectures on marketing in contemporary markets with emphasis on the branded society, and influences from the popular culture and high market transparency. Research projects deal with segmentation (metro, city and rural areas), generational marketing and car buyer behaviour.


Anders is teaching the following courses;
*Marketing I (Marknadsföring I)
*Marketing II (Marknadsföring II)
*Consumer Behaviour
*Business-to-Business Marketing
*Performance Management
*Reflective Practice

Research Interest
Ongoing Research Projects:
* Generational cohort studies: buyer behaviour, coworker and ideal employer preferences
* Employer Branding: deals with how employers can profile their offers and brands to improve attractiveness in relation to coworkers belonging to different generational cohorts. Based on research on the preferences and attitudes o findividuals belonging to different generational cohorts
* Segmenting metro, city and rural areas: based on differences in buyer behaviour (multi-country 2013 study)
* Making Sense of Market Sensing: Market Knowledge Processing in Automobile Marketing Channels
* The Car and its Future: The transformation of the car from a key status symbol to being extensively questioned. The research project deals with challenges for the car industry, e.g. urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, and how car buyers belonging to different generational cohorts want to buy and use cars now and in the future. Empirical data include metro, city and rural areas in Sweden, the US, Germany and China (based on 4,700 surveys) and an in-depth analysis of 20 major car brands in each country based on a brand personality approach

Ett urval av publikationer / Selected Publications
Parment, Anders, 2014, Auto Brand. Building Successful Car Brands for the Future, New York: Kogan Page. (utkommer 3 jan 2014)

Schewe, Charles D., Debevec, Kathleen, Madden, Thomas J., Diamond, William D., Parment, Anders, & Murphy, Andrew, 2013, ”'If You've Seen One, You've Seen Them All!' Are Young Millennials the Same Worldwide?”, Journal of International Consumer Marketing, 25 (1), s. 3-15.

Parment, Anders, 2013, ”Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing”, Journal of Retailing and Consumer Services, 20 (2), s. 189-199.

Parment, Anders, 2013, Die Generation Y. Mitarbeiter der Zukunft motivieren, integrieren, führen, Wiesbaden: Springer.

Parment, Anders, 2012, ”Intressekonflikter vid försäkringsförmedling”, Ny Juridik, 4, s. 39-48.

Parment, Anders, 2011, Generation Y in Consumer and Labour Markets, London: Routledge.

Parment, Anders; Kotler, Philip; Armstrong, Gary, 2011, Principles of Marketing. Swedish edition, London: Pearson Education.

Klaffke, Martin & Parment, Anders, 2011, ”Herausforderungen und Handlungsansätze für das Personalmanagement von Millennials”, i Klaffke, Martin (red.), Personalmanagement von Millennials: Konzepte, Instrumente und Best-Practice-Ansätze, Wiesbaden: Gabler Verlag.

Ottosson, Mikael & Parment, Anders, 2013, Hållbar marknadsföring: hur sociala, miljömässiga och ekonomiska hänsynstaganden kan bidra till hållbara företag och marknader, Lund: Studentlitteratur.

Parment, Anders & Ottosson, Mikael, 2013, Marknadsföring och distribution: strategiska vägval avseende marknadskanaler, Malmö: Liber.

Kindström, Daniel, Kowalkowski, Christian & Parment, Anders, 2012, Marknadsföring mellan företag, Malmö: Liber.

Dyhre, Anna & Parment, Anders, 2013, Employer Branding: allt du behöver veta för att bli en attraktiv arbetsgivare, Malmö: Liber

Please Note !

There will be no new admissions to this course.

Course title:
Principles of Marketing
Semester: Autumn term 2019
Study period: 1
Rate of studies: 100%
Level: Undergraduate level (first cycle)
Credits: 7.5
Language of instruction: English


Course coordinator:
Gustav Innala
Head of course:
Natalia Tolstikova