Introduction to marketing : theory and practice / Adrian Palmer.
Material type: TextPublication 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 2012Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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Staff Circulation | APU Library Open Shelf | Book | HF5415 .P35 2012 c.1 (Browse shelf (Opens below)) | 1 | Available (No use restrictions) | 00011755 | |
General Circulation | APU Library Open Shelf | Book | HF5415 .P35 2012 c.2 (Browse shelf (Opens below)) | 2 | Available (No use restrictions) | 00011754 | |
General Circulation | APU Library Open Shelf | Book | HF5415 .P35 2012 c.3 (Browse shelf (Opens below)) | 3 | Available (No use restrictions) | 00011757 | |
General Circulation | APU Library Open Shelf | Book | HF5415 .P35 2012 c.4 (Browse shelf (Opens below)) | 4 | Available | 00011756 |
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HF5415 .O45 1995 c.2 Marketing today / | HF5415 .P35 1999 c.1 The business and marketing environment / | HF5415 .P35 2006 c.2 The business environment / | HF5415 .P35 2012 c.1 Introduction to marketing : | HF5415 .P35 2012 c.2 Introduction to marketing : | HF5415 .P35 2012 c.3 Introduction to marketing : | HF5415 .P35 2012 c.4 Introduction to marketing : |
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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