Description

Book Synopsis
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, 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

Marketing

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    A Hardback by Andrew Crecelius

    £133.00

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    RRP £140.00 – you save £7.00 (5%)

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      Book details

      Publisher Bloomsbury
      Imprint Bloomsbury Publishing PLC
      Published 6 January 2025
      ISBN-13 9781350327900
      978-1350327900
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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, 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

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