Introduction to marketing theory and practice
By: Palmer, Adrian
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Publisher: New York Oxford University Press 2009Edition: 2nd.Description: xxiii,551 Pages | Binding - Paperback |.ISBN: 978-0-19-957721-7.Subject(s): MANAGEMENT | ALLIED SUBJECTS (SOP)DDC classification: 658.8 Online resources: Click here to access online Summary: Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing has been added for the new edition, addressing topics such as ethics, corporate responsibility and sustainability, and assessing the impact of these topics on the field of marketing. Content on services marketing has now been integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Text Books
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School of Pharmacy Reference Section | Reference | 658.8 PAL (Browse shelf) | Not For Loan | B2563 |
Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing has been added for the new edition, addressing topics such as ethics, corporate responsibility and sustainability, and assessing the impact of these topics on the field of marketing. Content on services marketing has now been integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries.
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