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Introduction to Marketing By Professor Adrian Palmer

Introduction to Marketing
by Professor Adrian Palmer

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$12.99
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Provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. This book is suitable as a one-semester introductory title for students studying at both undergraduate and postgraduate level.
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Introduction to Marketing Summary


Introduction to Marketing: Theory and Practice by Professor Adrian Palmer

Introduction to Marketing provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one-semester introductory title for students studying at both undergraduate and postgraduate level. The book begins by presenting the underlying theoretical bases of marketing that are often borrowed from the disciplines of economics, sociology and psychology. Practical application of these theories is provided through case studies and vignettes that are included in each chapter. These practical applications highlight some of the shortcomings of established frameworks for the study of marketing, and the reader is encouraged to formulate alternative frameworks. This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art.Current developments in the Internet are reflected in the case studies and vignettes in each chapter, and the growing recognition of the social responsibilities of marketing is stressed throughout the book. The book has been divided into fourteen chapters arranged in four parts. In the real world, however, marketing cannot be neatly compartmentalised in this way. With a holistic vision, it will be seen that any change in one aspect of marketing is likely to have consequences on other aspects. Chapter summaries and case studies help to stress these linkages and provide integrative perspectives. ONLINE RESOURCE CENTRE For lecturers: answers to case study review questions, suggested answers to chapter review questions, additional discussion points, lecturer guidelines to accompany the PowerPoint slides, test bank. For students: additional suggested reading, case studies with case questions, addional chapter review questions, multiple choice questions, web exercises, web links.

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About Professor Adrian Palmer



Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire. Previously he was Professor of Tourism and Marketing at the University of Ulster.
Prior to joining Academia he held management positions within the transport and travel industry. He has published widely on the subjects of buyer-seller relationships, customer loyalty and service quality. He is a member of the editorial boards for the European Journal of Marketing, Journal of Marketing Management, and Journal of Services Marketing.

Table of Contents


MARKETING: THE FUNDAMENTALS; 1. What is Marketing?; 2. The Marketing Environment; UNDERSTANDING CUSTOMERS; 3. Buyer Behaviour and Relationship Development; 4. Marketing Research; 5. Segmentation and Positioning; DEVELOPING THE MARKETING MIX; 6. Competitor Analysis and the Development of a Brand; 7. Developing the Product; 8. Pricing; 9. Distribution; 10. Introduction to Promotion Planning; 11. Developing the Promotion Mix; BRINGING IT TOGETHER; 12. Managing the Marketing Effort; 13. The Marketing of Services; 14. Global Marketing

Additional information

GOR001632122
Introduction to Marketing: Theory and Practice by Professor Adrian Palmer
Professor Adrian Palmer
Used - Very Good
Paperback
Oxford University Press
2004-03-25
672
0199266271
9780199266272
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.