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| 001 | 11965369 | ||
| 005 | 20210322143155.0 | ||
| 008 | 000405s2000 enka b 001 0 eng d | ||
| 020 | _a0198775512 | ||
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_aDLC _cDLC _dDLC _bEG-NcFUE _erda |
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| 082 | 0 | 0 |
_a658.8 _221 _bP.A.P |
| 100 | 1 |
_aPalmer, Adrian. _912175 _eauthor |
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| 245 | 1 | 0 |
_aPrinciples of marketing / _cAdrian Palmer. |
| 264 | 1 |
_aOxford ; _aNew York : _bOxford University Press, _c2000. |
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| 300 |
_axx, 644 pages : _billustrations ; _c25 cm |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aWhat 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. | |
| 520 | _aThis 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. | ||
| 650 | 0 |
_aMarketing. _912176 |
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| 856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0610/00039933-d.html |
| 856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy0610/00039933-t.html |
| 856 | 4 | 2 |
_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0724/00039933-b.html |
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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