Introduction to Marketing: Theory and Practice - Softcover

Palmer, Adrian

Softcover

ISBN 10: 0199266271 ISBN 13: 9780199266272

Publisher: Oxford University Press, 2003

Synopsis

Introduction to Marketing provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one-semester introductory
title for students studying at both undergraduate and postgraduate level.

The book begins by presenting the underlying theoretical bases of marketing that are often borrowed from the disciplines of economics, sociology and psychology. Practical application of these theories is provided through case studies and vignettes that are included in each chapter. These practical
applications highlight some of the shortcomings of established frameworks for the study of marketing, and the reader is encouraged to formulate alternative frameworks. This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects.
Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art. Current developments in the Internet are reflected in the case studies and vignettes in each chapter, and the growing recognition of the social responsibilities of marketing is
stressed throughout the book.

The book has been divided into fourteen chapters arranged in four parts. In the real world, however, marketing cannot be neatly compartmentalised in this way. With a holistic vision, it will be seen that any change in one aspect of marketing is likely to have consequences on other aspects. Chapter
summaries and case studies help to stress these linkages and provide integrative perspectives.

ONLINE RESOURCE CENTRE
For lecturers: answers to case study review questions, suggested answers to chapter review questions, additional discussion points, lecturer guidelines to accompany the PowerPoint slides, test bank.

For students: additional suggested reading, case studies with case questions, addional chapter review questions, multiple choice questions, web exercises, web links.

About this title

About the Author

Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire. Previously he was Professor of Tourism and Marketing at the University of Ulster.

Prior to joining Academia he held management positions within the transport and travel industry. He has published widely on the subjects of buyer-seller relationships, customer loyalty and service quality. He is a member of the editorial boards for the European Journal of Marketing, Journal of Marketing Management, and Journal of Services Marketing.

Edition details

• Publisher: Oxford University Press
• Publication date: 2003
• ISBN 10: 0199266271
• ISBN 13: 9780199266272
• Binding: Paperback
• Language: English
• Number of pages: 672