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Introduction to Marketing : theory and practice / Adrian Palmer.

By: Material type: TextTextLanguage: English Publication details: Oxford ; New York : Oxford University Press, 2009.Edition: 2nd edDescription: xxiii, 551 p. : ill. ; 25 cmISBN:
  • 9780199557448
  • 0199557446
Subject(s): DDC classification:
  • 658.8 PAL
Online resources:
Contents:
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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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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