Introduction to marketing: theory and practice
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Oxford Univ. Press
2009
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | An online recsource centre accompanies the textbook, available at www.oxfordtextbooks.o.uk/orc/palmer2e/ offering a range of additional learning resources for students and lecturers. |
| Physical Description: | XXIII, 551 S. Ill., graph. Darst. |
| ISBN: | 9780199557448 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Brief
contents
Preface
Acknowledgments
Guided tour of the textbook features
v
vii
viii
PARTI
Marketing: the fundamentals
1
What is marketing?
2
The marketing environment
3
Socially responsible marketing
3
40
76
Understanding customers
4
Buyer behaviour and relationship development
5
Marketing research
6
Segmentation, positioning, and targeting
111
148
180
Developing the marketing mix
7
Competitor analysis and brand development
8
Developing the product
9
Pricing
10
Channel intermediaries
11
Marketing communications
223
260
302
349
394
PART.4
Bringing it together
12
Managing the marketing effort
13
Global marketing
465
499
Glossary of marketing terms
Subject index
Index of authors
Index of companies and brands
535
543
548
550
|
| adam_txt |
Brief
contents
Preface
Acknowledgments
Guided tour of the textbook features
v
vii
viii
PARTI
Marketing: the fundamentals
1
What is marketing?
2
The marketing environment
3
Socially responsible marketing
3
40
76
Understanding customers
4
Buyer behaviour and relationship development
5
Marketing research
6
Segmentation, positioning, and targeting
111
148
180
Developing the marketing mix
7
Competitor analysis and brand development
8
Developing the product
9
Pricing
10
Channel intermediaries
11
Marketing communications
223
260
302
349
394
PART.4
Bringing it together
12
Managing the marketing effort
13
Global marketing
465
499
Glossary of marketing terms
Subject index
Index of authors
Index of companies and brands
535
543
548
550 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-02T23:00:44Z |
| indexdate | 2024-07-09T21:27:01Z |
| institution | BVB |
| isbn | 9780199557448 |
| language | English |
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| physical | XXIII, 551 S. Ill., graph. Darst. |
| publishDate | 2009 |
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| spelling | Palmer, Adrian Verfasser aut Introduction to marketing theory and practice Adrian Palmer 2. ed. Oxford [u.a.] Oxford Univ. Press 2009 XXIII, 551 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier An online recsource centre accompanies the textbook, available at www.oxfordtextbooks.o.uk/orc/palmer2e/ offering a range of additional learning resources for students and lecturers. Marketing stw Marketingpolitik stw Marketing Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016994823&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Palmer, Adrian Introduction to marketing theory and practice Marketing stw Marketingpolitik stw Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Introduction to marketing theory and practice |
| title_auth | Introduction to marketing theory and practice |
| title_exact_search | Introduction to marketing theory and practice |
| title_exact_search_txtP | Introduction to marketing theory and practice |
| title_full | Introduction to marketing theory and practice Adrian Palmer |
| title_fullStr | Introduction to marketing theory and practice Adrian Palmer |
| title_full_unstemmed | Introduction to marketing theory and practice Adrian Palmer |
| title_short | Introduction to marketing |
| title_sort | introduction to marketing theory and practice |
| title_sub | theory and practice |
| topic | Marketing stw Marketingpolitik stw Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketingpolitik Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016994823&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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