Marketing
based on first principles
$82.17
- Paperback
384 pages
- Release Date
2 July 2025
Summary
Marketing: First Principles Approach
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 offlin…
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: | 2 July 2025 |
| Weight: | 840g |
| Dimensions: | 244mm x 188mm x 18mm |
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About The Author
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.
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