Principles of Marketing - Couverture souple

Palmer, Professor Adrian

Couverture souple

ISBN 10 : 0198775512 ISBN 13 : 9780198775515

Editeur : Oxford University Press, 2000

Synopsis

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.

Détails de l'édition

• Éditeur: Oxford University Press
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0198775512
• ISBN 13: 9780198775515
• Reliure: Broché
• Nombre de pages: 664
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie