Palmer, Adrian. <br/><br/>
Introduction to marketing :  theory and practice / 
Adrian Palmer. 
 - 2nd ed. 
 - Oxford :  Oxford University Press,  c2009. 
 - xxiii, 551 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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 -- Global marketing. 
<br/><br/><label>ISBN: </label>9780199557448 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / PAL 2009