Abstract
There are many misconceptions within the community at large, not just within the property profession, as to the nature and scope of the discipline of marketing. This chapter sets out to introduce the fundamental nature of the marketing discipline as being central to the well being and continued existence of an enterprise. It then considers some of the basic concepts within the discipline and relates them to practice with the property profession.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
References and further reading
P.F. Drucker (1973), Management: Tasks and Responsibilities, Harper & Row, New York, pp. 64–65
Institute of Marketing
P. Kotler (1986), Principles of Marketing, Prentice‐Hall International, pp. 26, 43, 296
W. Meyers (1985), The Image Makers, Orbis Publishing, London, pp. 13, 14, 15
A. Mitchell (1983), The Nine American Lifestyles, Macmillan, New York
Patrick A. Murphy and Richard A. Megarrity (1978), ‘Marketing Universities: A Survey of Student Recruiting Activities’, College & University, Spring, pp. 249–61.
V. Packard (1970), The Hidden Persuaders, Penguin
M.E. Porter (1980), Competitive Strategy, The Free Press, Macmillan Inc.
Author information
Authors and Affiliations
Copyright information
© 1991 Owen Bevan
About this chapter
Cite this chapter
Bevan, O.A. (1991). Marketing Principles. In: Marketing and Property People. Macmillan Building and Surveying Series. Palgrave, London. https://doi.org/10.1007/978-1-349-21597-3_1
Download citation
DOI: https://doi.org/10.1007/978-1-349-21597-3_1
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-55503-3
Online ISBN: 978-1-349-21597-3
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)