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Published: 29 March 2012

576 Pages


ISBN: 9780199602131

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This text is published by OUP Higher Education Division

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Introduction to Marketing

Theory and Practice

Third Edition

Adrian Palmer

  • Clear and accessible writing style, making this an ideal textbook for students with no prior experience of marketing and ensuring a clear understanding of the subject
  • Features a discreet chapter on responsible marketing, looking at issues concerning ethics, corporate responsibility, and environmentalism, helping students to familiarise themselves with topical issues and how these impact on marketing
  • Authoritative with extensive, annotated further reading, enabling students to extend their knowledge further and read around the subject

New to this Edition:

  • The final two chapters, "Managing the Marketing Effort" and "Global Marketing" from the 2nd edition have been merged to provide an integrative summary of marketing and to highlight the problems of implementation in an increasingly globalised world.
  • An increased number of examples of international marketing have been introduced throughout the text to reflect the global nature of modern marketing practice and to appeal to an increasingly international student audience.
  • Increased coverage of more contemporary issues throughout the text, such as mobile internet, social network media and marketing in a recession.
  • A suite of video links on the Online Resource Centre for individual or group use.

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