Marketing: Based on First Principles - Paperback
$111.06
Skip to product information
Marketing: Based on First Principles - Paperback
$111.06
Shipping calculated at checkout.
by Robert W. Palmatier (Author), Andrew Crecelius (Author)
An introduction to marketing theory and practice based around Palmatier's acclaimed 'first principles', this textbook provides a global perspective and an abundance of engaging case studies.
Palmatier's four principles - all customers differ, all customers change, all competitors react, all resources are limited - provide a framework for understanding the diverse and idiosyncratic world of modern marketing. Whether offline or digital, B2C or B2B, products or services, domestic or international, the same principles apply. This textbook dives headfirst into marketing controversies. Unique learning features, Marketing Fail and Shades of Grey, capture the messy reality of the business world and encourage students to reflect critically on both sides of a debate. A focus on application means that a large share of the text is devoted to case studies featuring contemporary organisations such as Beyond Meat, Zoom, IKEA, and the World Health Organization. The perfect textbook for introductory modules on the essentials of marketing, Marketing: Based on First Principles provides a unique and dynamic approach, allowing students to develop effective and flexible methods to deal with diverse and complex problems of marketing today.
Number of Pages: 384
Dimensions: 0.79 x 9.69 x 7.4 IN
Publication Date: March 06, 2025
Details
This product is crafted with quality materials to ensure durability and performance. Designed with your convenience in mind, it seamlessly fits into your everyday life.
Shipping & Returns
We strive to process and ship all orders in a timely manner, working diligently to ensure that your items are on their way to you as soon as possible.
We are committed to ensuring a positive shopping experience for all our customers. If for any reason you wish to return an item, we invite you to reach out to our team for assistance, and we will evaluate every return request with care and consideration.
