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Introduction to marketing : theory and practice / Adrian Palmer.

By: Material type: TextPublication details: Oxford ; New York : Oxford University Press, c2012.Edition: 3rd edDescription: xxxi, 542 p. : ill. ; 25 cmISBN:
  • 9780199602131
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .P2342 2012
Contents:
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 in a global environment.
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Holdings
Item type Current library Call number Status Barcode
Books Marbella International University Centre Library 658.8 PAL int (Browse shelf(Opens below)) Available 12326

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 in a global environment.

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