Introduction to marketing : theory and practice /
Palmer, Adrian.
Introduction to marketing : theory and practice / Adrian Palmer. - 2nd ed. - Oxford ; New York : Oxford University Press, 2009. - xxiii, 551 p. : ill. ; 25 cm.
Includes bibliographical references and indexes.
What is marketing? -- The marketing environment -- Socially responsible marketing -- Buyer behaviour and relationship development -- Marketing research -- Segmentation, positioning, and targeting -- Competitor analysis and brand development -- Developing the product -- Pricing -- Channel intermediaries -- Marketing communications -- Managing the marketing effort -- Global marketing.
9780199557448
Marketing.
658.8 PAL
Introduction to marketing : theory and practice / Adrian Palmer. - 2nd ed. - Oxford ; New York : Oxford University Press, 2009. - xxiii, 551 p. : ill. ; 25 cm.
Includes bibliographical references and indexes.
What is marketing? -- The marketing environment -- Socially responsible marketing -- Buyer behaviour and relationship development -- Marketing research -- Segmentation, positioning, and targeting -- Competitor analysis and brand development -- Developing the product -- Pricing -- Channel intermediaries -- Marketing communications -- Managing the marketing effort -- Global marketing.
9780199557448
Marketing.
658.8 PAL
