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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 consideredin 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 case studies provide integrative perspectives.
Zakup książki
Principles of Marketing, Adrian Palmer
- Język
- Rok wydania
- 2000
- Oprawa
- (miękka)
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- Tytuł
- Principles of Marketing
- Język
- angielski
- Autorzy
- Adrian Palmer
- Wydawca
- Oxford University Press, USA
- Rok wydania
- 2000
- Oprawa
- miękka
- Liczba stron
- 664
- ISBN10
- 0198775512
- ISBN13
- 9780198775515
- Seria
- Opis
- 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 consideredin 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 case studies provide integrative perspectives.