Marketing: Based on First Principles

Business & Money

Palmatier, Robert W.

Crecelius, Andrew

Marketing & Sales

Bloomsbury Academic

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.

See the best price to sell, buy, or rent books by Crecelius, Andrew. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Crecelius, Andrew

See the best price to sell, buy, or rent books by Crecelius, Andrew. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing: Based on First Principles

Marketing: Based on First Principles