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Principles of Marketing [Paperback]

Adrian Palmer
4.7 out of 5 stars  See all reviews (3 customer reviews)

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Book Description

1 Aug 2000
This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. Practical application of theory is provided through case studies and vignettes. The 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 question of whether marketing should be considered a science or an art. In addition to chapters covering the traditional elements of the marketing mix, the book provides insights into issues of contemporary concern in marketing. A chapter is devoted to discussion of the social responsibility of marketing. The growing importance of direct marketing and the role of electronic commerce is reflected in a separate chapter. The role of information management is emphasized throughout the book. There is a separate chapter on the marketing of services, although throughout the text an attempt has been made to provide services examples, which reflect their relative importance in western economics.

Product details

  • Paperback: 664 pages
  • Publisher: Oxford University Press (1 Aug 2000)
  • Language: English
  • ISBN-10: 0313298963
  • ISBN-13: 978-0198775515
  • ASIN: 0198775512
  • Product Dimensions: 24.6 x 19 x 3.3 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 934,256 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"I have been impressed...I have also been busy looking at the tutor support material - these are first class. I do intend to talk to staff positively regarding these resources. Well done and thank you!" -- Heather O'Neill, North Down and Ards Institute of Further Education

"I like the fact that this text discusses the issues balanced with a useful up-to-date reading list for the keener student. Also of merit is the fact that service products are interwoven throughout the text." -- Dr J. Clark, School of Business, Oxford Brookes University

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 MarketingManagement, 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.

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Customer Reviews

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Principles of Marketing 2 Oct 2002
A brilliant book! When the 'recommended' marketing course texts get you down, turn to this book and have it explained to you in clear, easy to understand language. Plenty of real life examples to illustrate points made within the text. Highlighted discussion panels encourage the reader to think deeper about aspects of marketing. Clear headings used within chapters enable you to move quickly to the information you require. The weblinks and further recommended reading sections also help when confronted with the mass of marketing information 'out there'
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4.0 out of 5 stars Principles of Marketing 3 Sep 2002
Very comprehensive and straight forward marketing text. Complete with good working examples and links to relevant support text's and websites. The book is split into four main areas and they are; Marketing, The Fundamentals: Understanding Customers: Developing the Marketing Mix : Bringing it Together: These four areas are then further divided into clear catagories, something that other texts have been unable to acheive. I have used the book during my CIM study and found this publication to be of great value, as I am sure it will be used often for both study and work.
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5.0 out of 5 stars Concise, and to the point 14 Oct 2001
By A Customer
A well written and researched booke that gives all the information required for anyone that has just a passing interest in marketing, to a the graduate with a greater insight into the world of marketing and requires a book to refer to when changing the way we market a service or product
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.0 out of 5 stars  1 review
4.0 out of 5 stars Great Deal 11 July 2008
By Duane L. Papalie - Published on Amazon.com
Exactly what i expected from the product, thanks great doing business with you.

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