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.