Introduction to marketing : theory and practice /
By: Palmer, Adrian
Material type:
BookPublisher: Oxford ; New York : Oxford University Press, 2009.Edition: 2nd ed.Description: xxiii, 551 p. : ill ; 25 cm.ISBN: 9780199557448; 0199557446Subject(s): MarketingDDC classification: 658.8
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 PA IN (Browse shelf) | Available | T0037503 |
Total holds: 0
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| 658.8 PA BU The business and marketing environment / | 658.8 PA CO Contemporary issues in marketing and consumer behaviour | 658.8 PA ES The essence of services marketing / | 658.8 PA IN Introduction to marketing : theory and practice / | 658.8 PA IN Introduction to marketing : theory and practice / | 658.8 PA PR Principles of services marketing / | 658.8 PA PR Principles of services marketing / |
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.