Principles of marketing /
Palmer, Adrian.
Principles of marketing / Adrian Palmer. - xx, 644 pages : illustrations ; 25 cm
Includes bibliographical references and index.
What is marketing? --
Preface --
The marketing environment --
Segmentation and targeting --
Developing a brand --
Acknowledgments --
The author --
Marketing ethics --
Marketing research --
Buyer behaviour --
Buyer-seller relationship development --
The product --
Innovation and new product development --
Developing a sustainable competitive advantage --
Pricing : underlying principles --
Pricing : application --
Channel intermediaries --
Physical distribution and logistics --
Principles of promotion planning --
Advertising --
Selling and sales management --
Public relations and sales promotion --
Direct marketing --
Managing the marketing effort --
The marketing of services --
Global marketing --
Glossary --
Subject index --
Index of authors cited in text --
Index of organizations and brands cited in text.
This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. It provides practical application of theory and encourages debate about causes and effects.
0198775512
Marketing.
658.8 / P.A.P
Principles of marketing / Adrian Palmer. - xx, 644 pages : illustrations ; 25 cm
Includes bibliographical references and index.
What is marketing? --
Preface --
The marketing environment --
Segmentation and targeting --
Developing a brand --
Acknowledgments --
The author --
Marketing ethics --
Marketing research --
Buyer behaviour --
Buyer-seller relationship development --
The product --
Innovation and new product development --
Developing a sustainable competitive advantage --
Pricing : underlying principles --
Pricing : application --
Channel intermediaries --
Physical distribution and logistics --
Principles of promotion planning --
Advertising --
Selling and sales management --
Public relations and sales promotion --
Direct marketing --
Managing the marketing effort --
The marketing of services --
Global marketing --
Glossary --
Subject index --
Index of authors cited in text --
Index of organizations and brands cited in text.
This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. It provides practical application of theory and encourages debate about causes and effects.
0198775512
Marketing.
658.8 / P.A.P