Marketing
Based on First Principles
$86.71
- Paperback
384 pages
- Release Date
3 July 2025
Summary
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 inte…
Book Details
| ISBN-13: | 9781350327894 |
|---|---|
| ISBN-10: | 1350327891 |
| Author: | Robert W. Palmatier, Andrew Crecelius |
| Publisher: | Bloomsbury Publishing PLC |
| Imprint: | Bloomsbury Academic |
| Format: | Paperback |
| Number of Pages: | 384 |
| Release Date: | 3 July 2025 |
| Weight: | 840g |
| Dimensions: | 18mm x 188mm x 244mm |
You Can Find This Book In
Critics Review
The multiple case studies help to understand the world of marketing and to develop the methods to deal with the complex problems. The useful learning features encourage students to reflect critically on the real world situations and different sides of a debate. * WonderPediaUSA *
Robert W. Palmatier
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.
Returns
This item is eligible for free returns within 30 days of delivery. See our returns policy for further details.