'Introduction to Marketing' provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one- semester introductory title for students studying at both undergraduate and postgraduate level. The book begins by presenting the underlying theoretical bases of marketing which are often borrowed from the disciplines of economics, sociology and psychology. Practical application of these theories is provided through case studies and vignettes which are included in each chapter. ÍNDICE:MARKETING: THE FUNDAMENTALS:1. What is Marketing?.2. The Marketing Environment.UNDERSTANDING CUSTOMERS:3. Buyer Behaviour and Relationship Development.4. Marketing Research.5. Segmentation and Positioning.DEVELOPING THE MARKETING MIX:6. Competitor Analysis and the Development of a Brand.7. Developing the Product.8. Pricing.9. Distribution.10. Introduction to Promotion Planning.11. Developing the Promotion Mix.BRINGING IT TOGETHER:12. Managing the Marketing Effort.13. The Marketing of Services.14. Global Marketing.