Marketing

<p><b>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.</b> <p/>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. <p/>This textbook dives headfirst into marketing controversies. Unique learning features <i>Marketing Fail</i> and <i>Shades of Grey</i> 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. <p/>The perfect textbook for introductory modules on the essentials of marketing <i>Marketing: Based on First Principles</i> provides a unique and dynamic approach allowing students to develop effective and flexible methods to deal with diverse and complex problems of marketing today.</p>