Marketing: Based on First Principles

by Andrew Crecelius and Robert W. Palmatier

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,...

• Format: Hardcover
• Language: English
• ISBN: 1350327905
• ISBN13: 9781350327900
• Release Date: March 2025
• Publisher: Bloomsbury Academic
• Length: 384 Pages
• Weight: 1.00 lbs.
• Dimensions: 1.0" x 7.4" x 9.7"