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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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Item type Current library Call number Status Barcode
Books Marbella International University Centre Library 658.8 PAL int (Browse shelf(Opens below)) Available 12326

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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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