000 01092cam a2200217 a 4500
999 _c7147
_d7147
020 _a9780199557448
020 _a0199557446
041 _aENG
082 0 0 _a658.8
_bPAL
100 1 _aPalmer, Adrian.
245 1 0 _aIntroduction to Marketing :
_btheory and practice /
_cAdrian Palmer.
250 _a2nd ed.
260 _aOxford ;
_aNew York :
_bOxford University Press,
_c2009.
300 _axxiii, 551 p. :
_bill. ;
_c25 cm.
504 _aIncludes bibliographical references and indexes.
505 0 _aWhat 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.
650 0 _aMarketing.
856 4 2 _uhttp://www.loc.gov/catdir/enhancements/fy0909/2009000272-d.html
856 4 1 _uhttp://www.loc.gov/catdir/enhancements/fy1301/2009000272-t.html
942 _2ddc
_cBK