TY  - BOOK
AU  - Palmer,Adrian
TI  - Introduction to marketing: theory and practice 
SN  - 9780199602131
AV  - HF5415 .P2342 2012
U1  - 658.8 23
PY  - 2012///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Marketing
N1  - Includes bibliographical references and indexes; What is marketing? -- The marketing environment -- Socially responsible marketing -- Buyer behaviour and relationship development -- Marketing research -- Segmentation, positioning, and targeting -- Competitor analysis and brand development -- Developing the product -- Pricing -- Channel intermediaries -- Marketing communications -- Managing the marketing effort in a global environment
ER  -