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)

$280

Hardback

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English

Bloomsbury Academic
06 March 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: 260mm, Width: 210mm, Spine: 36mm
Weight: 1.040kg
ISBN: 9781350327900
ISBN 10: 1350327905
Pages: 384
Publication Date: 06 March 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

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.