Synopsis
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.
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About the Authors
Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.
Andrew Crecelius is Associate Professor of Marketing at Iowa State University, USA.
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Marketing : Based on First Principles
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Paperback. Condition: new. Paperback. An introduction to marketing theory and practice based around Palmatiers acclaimed first principles, this textbook provides a global perspective and an abundance of engaging case studies.Palmatiers 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. "Structured around Robert W. Palmatier's First Principles - all customers differ; all customers change; all competitors react; all resources are limited - this textbook serves as a guide to a student's first course in marketing. It introduces the key concepts, processes and data-driven tools that are crucial to meeting the challenges that twenty-first century marketers face"-- Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781350327894
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Paperback. Condition: New. 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. Seller Inventory # LU-9781350327894
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