Principles of Marketing

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This book provides an introduction to the principles of marketing. It is comprehensive in its coverage and encourages exploration of issues rather than the presentation of prescriptive models. Contemporary issues of marketing ethics, direct marketing, and information management are considered in depth. In an attempt to offer a holistic vision of marketing each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives.

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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.