Marketing

Based on First Principles

AvRobert W. Palmatier,Andrew Crecelius

Inbunden, Engelska, 2025

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Beskrivning

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, 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 for introductory modules on the essentials of marketing, Marketing: Based on First Principles provides a unique and dynamic approach, allowing students to develop effective and flexible methods to deal with diverse and complex problems of marketing today.

Produktinformation

Utgivningsdatum:2025-03-06
Mått:210 x 260 x 36 mm
Vikt:1 040 g
Format:Inbunden
Språk:Engelska
Antal sidor:384
Förlag:Bloomsbury Publishing PLC
ISBN:9781350327900

Utforska kategorier

Projektledning inom Ekonomi och Ledarskap

Mer om författaren

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA. Andrew Crecelius is Associate Professor of Marketing at Iowa State University, USA.

Innehållsförteckning

PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETINGChapter 1: The Modern Marketing ConceptChapter 2: The First Principles of MarketingChapter 3: First Principles in Action - Navigating the World of Digital MarketingPART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFERChapter 4: Managing Customer DifferencesChapter 5: Understanding Customer and Organizational Buyer BehaviorChapter 6: Marketing for Global and Cross-Cultural DifferencesPART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGEChapter 7: Managing Customer DynamicsChapter 8: The Changing World of Retail and Omnichannel MarketingChapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer DifferencesPART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACTChapter 10: Managing Sustainable Competitive AdvantageChapter 11: Brand-based Advantages and AdvertisingChapter 12: Offering-based Advantages, Innovation and Product-Service StrategyChapter 13: Relationship-based Advantages, CRM and Channel ManagementPART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITEDChapter 14: Managing Resource Tradeoffs and Pricing StrategyChapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling