Palmer, Adrian.
Introduction to marketing : theory and practice / Adrian Palmer. - 3rd ed. - Oxford ; New York : Oxford University Press, c2012. - xxxi, 542 p. : ill. ; 25 cm.
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.
9780199602131
2012418013
Marketing.
HF5415 / P2342 2012
658.8
Introduction to marketing : theory and practice / Adrian Palmer. - 3rd ed. - Oxford ; New York : Oxford University Press, c2012. - xxxi, 542 p. : ill. ; 25 cm.
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.
9780199602131
2012418013
Marketing.
HF5415 / P2342 2012
658.8
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
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Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG