Introduction to Marketing : theory and practice / Adrian Palmer.
Material type: TextLanguage: English Publication details: Oxford ; New York : Oxford University Press, 2009.Edition: 2nd edDescription: xxiii, 551 p. : ill. ; 25 cmISBN:- 9780199557448
- 0199557446
- 658.8 PAL
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | Institute of Public Enterprise, Library S Campus | 658.8 PAL (Browse shelf(Opens below)) | Available | 36752 |
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.
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