Principles of Marketing - Hardcover

Palmer, G.Dean; Stull, William A.

Hardcover

ISBN 10: 0538604379 ISBN 13: 9780538604376

Publisher: South-Western, 1991

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

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Review:

"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 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.

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