Introduction to marketing : theory and practice / Adrian Palmer.

By: Palmer, AdrianMaterial type: TextTextLanguage: English Publication details: Oxford ; New York : Oxford University Press, 2009Edition: 2nd edDescription: xxiii, 551 p. : ill. ; 25 cmContent type: ISBN: 9780199557448; 0199557446Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .P2342 2009Online resources: Click here to access online | Click here to access online
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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Holdings
Item type Current library Home library Call number URL Status Notes Date due Barcode Item holds
Books Books BUC
BUC
658.8 PAI (Browse shelf (Opens below)) Link to resource Available C - 42 15533
Total holds: 0

Includes bibliographical references and index.

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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