Journals Higher Education



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Published: 18 May 2012

576 Pages

9.7 x 7.4 inches

ISBN: 9780199602131

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Bookseller Code (04)

Companion website

Introduction to Marketing

Theory and Practice

Third Edition

Adrian Palmer

New to this Edition:

  • The final two chapters from the previous edition--"Managing the Marketing Effort" and "Global Marketing"--have been merged, providing an integrative summary of marketing and highlighting the problems of implementation in an increasingly globalized world
  • Additional examples of international marketing reflect the global nature of today's field and appeal to an increasingly international student audience
  • Increased coverage of contemporary issues--including how mobile internet, social network media, and recessions can influence marketing--make the text more relevant to students
  • A suite of video links on the Companion Website brings the subject to life

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