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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.
Nákup knihy
Principles of Marketing, Adrian Palmer
- Jazyk
- Rok vydání
- 2000
- Vazba
- (měkká)
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- Titul
- Principles of Marketing
- Jazyk
- anglicky
- Autoři
- Adrian Palmer
- Vydavatel
- Oxford University Press, USA
- Rok vydání
- 2000
- Vazba
- měkká
- Počet stran
- 664
- ISBN10
- 0198775512
- ISBN13
- 9780198775515
- Série
- Štítky
- Marketing a PR, Vědecké teorie
- Anotace
- 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.