{"product_id":"marketing-based-on-first-principles-9781350327894","title":"Marketing: Based on First Principles","description":"\u003cp\u003e\u003cb\u003eAn 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.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003ePalmatier'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. \u003cp\u003e\u003c\/p\u003eThis textbook dives headfirst into marketing controversies. Unique learning features, \u003ci\u003eMarketing Fail\u003c\/i\u003e and \u003ci\u003eShades of Grey\u003c\/i\u003e, 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. \u003cp\u003e\u003c\/p\u003eThe perfect textbook for introductory modules on the essentials of marketing, \u003ci\u003eMarketing: Based on First Principles\u003c\/i\u003e provides a unique and dynamic approach, allowing students to develop effective and flexible methods to deal with diverse and complex problems of marketing today.\u003cbr\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":51213082427666,"sku":"9781350327894","price":67.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_0dc59548-7e03-47e1-99c7-b4c42ec8f586.jpg?v=1745358860","url":"https:\/\/surprise-castle.myshopify.com\/products\/marketing-based-on-first-principles-9781350327894","provider":"Surprise Castle","version":"1.0","type":"link"}