Principles of marketing / Adrian Palmer.

By:

Palmer, Adrian [author]

Material type: Text

TextPublisher: Oxford ; New York : Oxford University Press, 2000Description: xx, 644 pages : illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0198775512

Subject(s):

Marketing

DDC classification:

658.8 21 P.A.P

Online resources:

Contents:

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.

Summary: 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.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 P.A.P (Browse shelf(Opens below))	Available	00003053
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 P.A.P (Browse shelf(Opens below))	Available	00002871
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 P.A.P (Browse shelf(Opens below))	Available	00002872
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 P.A.P (Browse shelf(Opens below))	Available	00002873

Browsing Main library shelves, Shelving location: B7 Close shelf browser (Hides shelf browser)

Previous			No cover image available					Next
Previous	658.8 O.G.M Marketing today /	658.8 P. Professional services marketing handbook : how to build relationships, grow your firm and become a client champion /	658.8 P.A.M A8 مباديء تسويق الخدمات /	658.8 P.A.P Principles of marketing /	658.8 P.A.P Principles of marketing /	658.8 P.A.P Principles of marketing /	658.8 P.A.P Principles of marketing /	Next

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.

There are no comments on this title.

to post a comment.

Back to results