Principles of Marketing

by Adrian Palmer

This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and...

• Format: Paperback
• Language: English
• ISBN: 0198775512
• ISBN13: 9780198775515
• Release Date: January 1998
• Publisher: Oxford University Press, USA
• Length: 664 Pages