Marketing: Based on First Principles

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Robert W. Palmatier (University of Washington, USA) Andrew Crecelius (Assistant Professor, Iowa State University, USA)

Marketing

Based on First Principles

Robert W. Palmatier (University of Washington, USA), Andrew Crecelius (Assistant Professor, Iowa State University, USA)

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English

Bloomsbury Academic
03 July 2025

Sales & marketing

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.

By: Robert W. Palmatier (University of Washington USA), Andrew Crecelius (Assistant Professor, Iowa State University, USA)
Imprint: Bloomsbury Academic
Country of Publication: United Kingdom
Dimensions: Height: 244mm, Width: 188mm, Spine: 18mm
Weight: 840g
ISBN: 9781350327894
ISBN 10: 1350327891
Pages: 384
Publication Date: 03 July 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETING Chapter 1: The Modern Marketing Concept Chapter 2: The First Principles of Marketing Chapter 3: First Principles in Action - Navigating the World of Digital Marketing PART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFER Chapter 4: Managing Customer Differences Chapter 5: Understanding Customer and Organizational Buyer Behavior Chapter 6: Marketing for Global and Cross-Cultural Differences PART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGE Chapter 7: Managing Customer Dynamics Chapter 8: The Changing World of Retail and Omnichannel Marketing Chapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer Differences PART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACT Chapter 10: Managing Sustainable Competitive Advantage Chapter 11: Brand-based Advantages and Advertising Chapter 12: Offering-based Advantages, Innovation and Product-Service Strategy Chapter 13: Relationship-based Advantages, CRM and Channel Management PART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITED Chapter 14: Managing Resource Tradeoffs and Pricing Strategy Chapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling

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.