Introduction to marketing : theory and practice

Publication date 2012 Topics Marketing Publisher Oxford ; New York : Oxford University Press Collection internetarchivebooks; printdisabled Contributor Internet Archive Language English Item Size 1.2G

xxxi, 542 p. : 25 cm

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

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