Description
Book SynopsisAn 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, 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 fo
