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' 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,...
ThriftBooks sells millions of used books at the lowest everyday prices. We personally assess every book's quality and offer rare, out-of-print treasures. We deliver the joy of reading in recyclable packaging with free standard shipping on US orders over $15. ThriftBooks.com. Read more. Spend less.