Introduction to marketing : theory and practice

• Main Author: Palmer, Adrian, 1955- (Author)
• Format: Book
• Language: English
• Published: Oxford : Oxford University Press, c2012
• Edition: 3rd ed.
• Subjects: marketing; marketingový výzkum; marketingová komunikace; marketing research; communication in marketing; monografie; monographs
• ISBN: 9780199602131
• Physical Description: xxxi, 542 s. : il. ; 25 cm

Table of 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