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Principles of Marketing By Professor Adrian Palmer

Principles of Marketing
by Professor Adrian Palmer

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£4.99
This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. It provides practical application of theory and encourages debate about causes and effects.
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Principles of Marketing Summary


Principles of Marketing by Professor Adrian Palmer

This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. Practical application of theory is provided through case studies and vignettes. The 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 question of whether marketing should be considered a science or an art. In addition to chapters covering the traditional elements of the marketing mix, the book provides insights into issues of contemporary concern in marketing. A chapter is devoted to discussion of the social responsibility of marketing. The growing importance of direct marketing and the role of electronic commerce is reflected in a separate chapter. The role of information management is emphasized throughout the book. There is a separate chapter on the marketing of services, although throughout the text an attempt has been made to provide services examples, which reflect their relative importance in western economics.

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Principles of Marketing Reviews


"I have been impressed...I have also been busy looking at the tutor support material - these are first class. I do intend to talk to staff positively regarding these resources. Well done and thank you!", Heather O'Neill, North Down and Ards Institute of Further Education I like the fact that this text discusses the issues balanced with a useful up-to-date reading list for the keener student. Also of merit is the fact that service products are interwoven throughout the text. Dr J. Clark, School of Business, Oxford Brookes University

About Professor Adrian Palmer


Adrian Palmer is Professor of Tourism Marketing at the University of Ulster. Before joining academia he held marketing management positions in the tourism industry. His research interest in services marketing has led to publications in the European Journal of Marketing, Journal of Marketing Management, Journal of Services Marketing and Journal of Strategic Marketing, among others. He is a Fellow of the Chartered Institute of Marketing and a former Regional Chair of the Academy of Marketing.

Table of Contents


PART ONE:MARKETING: THE FUNDAMENTALS; 1: What is marketing?; 2: The marketing environment; 3: Segmentation and targeting; 4: Developing a brand; 5: Marketing ethics; PART TWO: UNDERSTANDING CUSTOMERS; 6: Marketing research; 7: Buyer behaviour; 8: Buyer-seller relationship development; PART THREE: DEVELOPING THE MARKETING MIX; 9: The product; 10: Innovation and new product development; 11: Developing a sustainable competitive advantage; 12: Pricing: underlying principles; 13: Pricing: application; 14: Channel intermediaries; 15: Physical distribution and logistics; 16: Promotion strategy; 17: Advertizing; 18: Personal selling; 19: Public relations and sales promotion; 20: Direct marketing; PART FOUR: BRINGING IT TOGETHER; 21: Managing the marketing effort; 22: The marketing of services; 23: Global marketing.

Additional information

GOR001195580
Principles of Marketing by Professor Adrian Palmer
Professor Adrian Palmer
Used - Very Good
Paperback
Oxford University Press
2000-08-01
664
0198775512
9780198775515
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.