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Picture 1 of 1
Principles of Marketing By Adrian Palmer
US $19.38
ApproximatelyPHP 1,077.68
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A book that has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear.
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Item specifics
- Condition
- Title
- Principles of Marketing
- ISBN
- 9780198775515
- Subject Area
- Business & Economics
- Publication Name
- Principles of Marketing
- Publisher
- Oxford University Press, Incorporated
- Item Length
- 9.2 in
- Subject
- Marketing / General, General
- Publication Year
- 2000
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 1.2 in
- Item Weight
- 45.9 Oz
- Item Width
- 7.2 in
- Number of Pages
- 664 Pages
About this product
Product Identifiers
Publisher
Oxford University Press, Incorporated
ISBN-10
0198775512
ISBN-13
9780198775515
eBay Product ID (ePID)
1812502
Product Key Features
Number of Pages
664 Pages
Publication Name
Principles of Marketing
Language
English
Subject
Marketing / General, General
Publication Year
2000
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.2 in
Item Weight
45.9 Oz
Item Length
9.2 in
Item Width
7.2 in
Additional Product Features
Intended Audience
College Audience
LCCN
00-039933
Dewey Edition
21
Reviews
'Comprehensive marketing text focusing on services, encompassing up todate, relevant examples in an easy to read format. Refreshing!'Lesley Mokahy, Lecturer, University of Teeside, 'Good chapter on relationship marketing - not usually found in many core texts. Good range of case study material.'Elaine Collinson, Lecturer, University of Strathclyde, 'Comprehensive marketing text focusing on services, encompassing up to date, relevant examples in an easy to read format. Refreshing!' Lesley Mokahy, Lecturer, University of Teeside
Illustrated
Yes
Dewey Decimal
658.8
Table Of Content
PrefacePART ONE:MARKETING: THE FUNDAMENTALS1. What is marketing?2. The marketing environment3. Segmentation and targeting4. Developing a brand5. Marketing ethicsPART TWO: UNDERSTANDING CUSTOMERS6. Marketing research7. Buyer behaviour8. Buyer-seller relationship developmentPART THREE: DEVELOPING THE MARKETING MIX9. The product10. Innovation and new product development11. Developing a sustainable competitive advantage12. Pricing: underlying principles13. Pricing: application14. Channel intermediaries15. Physical distribution and logistics16. Principles of promotion planning17. Advertising18. Selling and sales management19. Public relations and sales promotion20. Direct marketingPART FOUR: BRINGING IT TOGETHER21. Managing the marketing effort22. The marketing of services23. Global marketingGlossaryIndexes
Synopsis
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., This book provides and introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. Practical application of theory is provided through case studies and vignettes. This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the question of whether marketing should be considered a science or an art. In addition to chapters covering the traditional elements of the marketing mix, the book provides insights into issues of contemporary concern in marketing. A chapter is devoted to discussion of the social responsibility of marketing. The growing importance of direct marketing and the role of electronic commerce is reflected in a separate chapter. The role of information management is emphasized throughout the book. There is a separate chapter on the marketing of services, although throughout the text an attempt has been made to provide services examples, which reflect their relative importance in western economics. Practical applications of theory highlight shortcomings of established frameworks for the study of marketing, and the reader is encouraged to formulate alternative frameworks. Although the book has necessarily been divided into a number of chapter it recognizes that in the real world marketing cannot be neatly compartmentalized in this way. In an attempt to offer a holistic vision, each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives. To encourage further study each chapter contains suggestions for further reading and a selection of useful websites., Introduction to Marketing provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one semester introductory title for students studying at both undergraduate and postgraduate levels.
LC Classification Number
HF5415.P2343 2000
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