TY  - BOOK
AU  - Palmer,Adrian
TI  - Principles of marketing
SN  - 0198775512 
U1  - 658.8 
PY  - 2000///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Marketing
N1  - Including Index; Part 1 - Marketing: The fundamentals.--
Part 2 - Understanding Customers.--
Part 3 - Developing The Marketing Mix.--
Part 4 - Bringing It Together
N2  - 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
UR  - http://www.loc.gov/catdir/enhancements/fy0610/00039933-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0610/00039933-t.html
UR  - http://www.loc.gov/catdir/enhancements/fy0724/00039933-b.html
ER  -