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Introduction to marketing : theory and practice / Adrian Palmer.
Material type:
TextLanguage: English Publisher: New York : Oxford University Press, 2009Edition: 2. edDescription: xxiii, 551 s. illISBN: - 0199557446
- 9780199557448
- 658.8 22
Contents:
Marketing as a philosophy and as a set of techniques -- The marketing environment -- Socially responsible marketing -- Buyer behaviour and relationship development -- Marketing research -- Segmentation, positioning and targeting -- Competitor analysis and brand development -- Developing the product -- Pricing -- Channel intermediaries -- Marketing communications -- Managing the marketing effort -- Global marketing
| Cover image | Item type | Current library | Home library | Collection | Shelving location | Call number | Materials specified | Vol info | URL | Copy number | Status | Notes | Date due | Barcode | Item holds | Item hold queue priority | Course reserves | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Book | Högskolan Väst Övre plan / Upper floor | 658.8 Palmer | Available | 6004300019785 |
Total holds: 0
Marketing as a philosophy and as a set of techniques -- The marketing environment -- Socially responsible marketing -- Buyer behaviour and relationship development -- Marketing research -- Segmentation, positioning and targeting -- Competitor analysis and brand development -- Developing the product -- Pricing -- Channel intermediaries -- Marketing communications -- Managing the marketing effort -- Global marketing