Introduction to marketing : theory and practice
Adrian Palmer
| Year of publication: |
c 2012 ; 3. ed.
|
|---|---|
| Authors: | Palmer, Adrian |
| Publisher: |
Oxford : Oxford Univ. Press |
| Subject: | Marketing | Marketingmanagement | Marketing management |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXIII, 551 S. Ill., graph. Darst. 25cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | 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. |
| ISBN: | 978-0-19-960213-1 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009522964