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Introduction to marketing : theory and practice /

by Palmer, Adrian.
Published by : Oxford University Press, (Oxford :) Physical details: xxiii, 551 p. : ill. ; 25 cm. ISBN: 0199557446 Subject(s): Marketing Year: 2009
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 658.8 P234 (Browse Shelf) Available JBC/2011/10689
Book Book AUM Main Library English Collections Hall 658.8 P234 (Browse Shelf) Available JBC/2011/10689

Includes bibliographical references and indexes.

What is marketing? -- 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.

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