Principles of marketing / Adrian Palmer.
Publisher: [S.l.] : Oxford University Press, USA, 2000Description: 664 p. ; 25 cmISBN: 0198775512 (paperback); 9780198775515 (paperback)DDC classification: 658.8 Online resources: Amazon.com Summary: 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Book
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Central Library (CL) | Central Library (CL) | 658.8 PAL (Browse shelf) | Available | NBS5891 |
Total holds: 0
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.
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