Palmer: Introduction to Marketing 2e
Additional suggested reading
Access the chapter links below to view and download the Word documents containing a list of relevant books and journal articles.
- Chapter 01
- What is marketing?
- Chapter 02
- The marketing environment
- Chapter 03
- Socially responsible marketing
- Chapter 04
- Buyer behaviour and relationship development
- Chapter 05
- Marketing research
- Chapter 06
- Segmentation, positioning, and targeting
- Chapter 07
- Competitor analysis and brand development
- Chapter 08
- Developing the product
- Chapter 09
- Pricing
- Chapter 10
- Channel intermediaries
- Chapter 11
- Marketing communications
- Chapter 12
- Managing the marketing effort
- Chapter 13
- Global marketing
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