Principles of marketing /

By:

Palmer, Adrian

Material type: Text

TextPublication details: Oxford ; New York : Oxford University Press, 2000.Description: xx, 644 p. : illISBN:

0198775512
9780198775515

Subject(s):

Marketing

DDC classification:

658.8 PAL

Online resources:

Contents:

Part 1 - Marketing: The fundamentals.-- Part 2 - Understanding Customers.-- Part 3 - Developing The Marketing Mix.-- Part 4 - Bringing It Together.

Summary: This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.8 PAL (Browse shelf(Opens below))	Available		006416

Total holds: 0

Including Index.

Part 1 - Marketing: The fundamentals.--
Part 2 - Understanding Customers.--
Part 3 - Developing The Marketing Mix.--
Part 4 - Bringing It Together.

This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives.

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