Adrian Palmer Principles of Marketing

ISBN 13: 9780198775515

Principles of Marketing

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9780198775515: Principles of Marketing

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 case studies provide integrative perspectives.

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About the Author:


Adrian Palmer is Professor of Tourism Marketing at the University of Ulster. Before joining academia he held marketing management positions in the tourism industry. His research interest in services marketing has led to publications in the European Journal of Marketing, Journal of Marketing Management, Journal of Services Marketing and Journal of Strategic Marketing, among others. He is a Fellow of the Chartered Institute of Marketing and a former Regional Chair of the Academy of Marketing.

Review:

`Comprehensive marketing text focusing on services, encompassing up to date, relevant examples in an easy to read format. Refreshing!'
Lesley Mokahy, Lecturer, University of Teeside

`Good chapter on relationship marketing - not usually found in many core texts. Good range of case study material.'
Elaine Collinson, Lecturer, University of Strathclyde

"About this title" may belong to another edition of this title.

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Palmer, Adrian
Published by Oxford University Press (2000)
ISBN 10: 0198775512 ISBN 13: 9780198775515
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Adrian Palmer
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