Principles of Marketing - Hardcover

Palmer, Dean; Stull, William A.

Hardcover

ISBN 10: 0538604379 ISBN 13: 9780538604376

Publisher: South-Western Educational Pub, 1990

Synopsis

This textbook provides a comprehensive overview of the marketing process and marketing strategies. Topics include international marketing, computers, ethics, and legal issues.

About this title

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 edition

• Publisher: South-Western Educational Pub
• Publication date: 1990
• ISBN 10: 0538604379
• ISBN 13: 9780538604376
• Binding: Hardcover
• Number of pages: 408