Introduction to marketing
Subtitle: theory and practice
By: Adrian Palmer
Edition: 3rd ed.
Publisher: Oxford University Press
Published: 2012
Place of publication: Oxford; New York
Language: eng
Number of pages: 542
ISBN-13: 9780199602131
Subjects: Marketing
Notes: Includes bibliographical references and indexes.
Table of contents: title: What is marketing?; title: The marketing environment; title: Socially responsible marketing; title: Buyer behaviour and relationship development; title: Marketing research; title: Segmentation, positioning, and targeting; title: Competitor analysis and brand development; title: Developing the product; title: Pricing; title: Channel intermediaries; title: Marketing communications; title: Managing the marketing effort in a global environment.