000			00693nam a2200181Ia 4500
999			_c2967 _d2967
005			20191126155431.0
008			180803s9999 xx 000 0 und d
020			_a978-0-19-957721-7
040			_aAIKTC-KRRC _cAIKTC-KRRC
041			_aENG
082			_a658.8 _bPAL _2DDC23
100			_aPalmer, Adrian _94082
245		0	_aIntroduction to marketing theory and practice
250			_a2nd
260			_aNew York _bOxford University Press _c2009
300			_axxiii,551 Pages _bPaperback
520			_aIntroduction 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.
856			_uhttps://ndl.iitkgp.ac.in/result?q={%22t%22:%22search%22,%22k%22:%22MANAGEMENT%20%26%20hospital%20management%20%26%20pharmaceuticals%22,%22s%22:[%22DDC=\%22600%3A%3ATechnology\%22%22],%22b%22:{%22filters%22:[]}}
942			_cBK _2ddc
650			_94669 _aMANAGEMENT
653			_aALLIED SUBJECTS (SOP)