Asia Pacific University Library catalogue


Introduction to marketing : theory and practice / Adrian Palmer.

By: Palmer, AdrianMaterial type: TextTextPublication details: Oxford ; New York : Oxford University Press, c2012Edition: 3rd edDescription: xxxi, 542 p. : ill. ; 25 cmISBN: 9780199602131 (pbk.)Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .P35 2012
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 in a global environment.
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Item type Current library Collection Call number Copy number Status Date due Barcode
Staff Circulation Staff Circulation APU Library
Open Shelf 		Book HF5415 .P35 2012 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00011755
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415 .P35 2012 c.2 (Browse shelf (Opens below)) 2 Available (No use restrictions) 00011754
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415 .P35 2012 c.3 (Browse shelf (Opens below)) 3 Available (No use restrictions) 00011757
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415 .P35 2012 c.4 (Browse shelf (Opens below)) 4 Available 00011756

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 in a global environment.

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