Introduction to marketing theory and practice

By:

Palmer, Adrian

Language: ENG Publication details: New York Oxford University Press 2009Edition: 2ndDescription: xxiii,551 Pages | Binding - Paperback |ISBN:

978-0-19-957721-7

Subject(s):

DDC classification:

658.8 PAL DDC23

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.

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	School of Pharmacy Reference Section	Reference	658.8 PAL (Browse shelf(Opens below))	Not For Loan	B2563

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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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