Palmer, A: Introduction to Marketing
(Sprache: Englisch)
This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
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Klappentext zu „Palmer, A: Introduction to Marketing “
This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
Inhaltsverzeichnis zu „Palmer, A: Introduction to Marketing “
Part One: Marketing: The Fundamentals; 1 What is Marketing?; 2 The Marketing Environment; 3 Socially Responsible Marketing; Part Two: Understanding Customers; 4 Buyer Behaviour and Relationship Development; 5 Marketing Research; 6 Segmentation, Positioning and Targeting; Part Three: Developing the Marketing Mix; 7 Competitor Analysis and Brand Development; 8 Developing the Product; 9 Pricing; 10 Channel intermediaries; 11 Marketing Communications; Part Four: Bringing it Together; 12 Managing the Marketing Effort in a Global Environment
Bibliographische Angaben
- Autor: Adrian Palmer
- 2012, 3rd edition, XXXI, 542 Seiten, Maße: 18,9 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 0199602131
- ISBN-13: 9780199602131
Sprache:
Englisch
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