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.
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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.
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© 1991 Owen Bevan
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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
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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
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