Principles of marketing /
Palmer, Adrian.
Principles of marketing / - Oxford ; New York : Oxford University Press, 2000. - xx, 644 p. : ill. ;
Including Index.
Part 1 - Marketing: The fundamentals.--
Part 2 - Understanding Customers.--
Part 3 - Developing The Marketing Mix.--
Part 4 - Bringing It Together.
This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives.
0198775512 9780198775515
Marketing.
658.8 / PAL
Principles of marketing / - Oxford ; New York : Oxford University Press, 2000. - xx, 644 p. : ill. ;
Including Index.
Part 1 - Marketing: The fundamentals.--
Part 2 - Understanding Customers.--
Part 3 - Developing The Marketing Mix.--
Part 4 - Bringing It Together.
This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives.
0198775512 9780198775515
Marketing.
658.8 / PAL