Introduction to marketing
Subtitle: theory and practice
By: Adrian Palmer.
Edition: 2nd ed.
Publisher: Oxford University Press
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9780199557448
Subjects: Marketing
Table of contents: title: Marketing as a philosophy and as a set of techniques; 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; title: Global marketing.