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Full Description
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.
Contents
PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETING
Chapter 1: The Modern Marketing Concept
Chapter 2: The First Principles of Marketing
Chapter 3: First Principles in Action - Navigating the World of Digital Marketing
PART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFER
Chapter 4: Managing Customer Differences
Chapter 5: Understanding Customer and Organizational Buyer Behavior
Chapter 6: Marketing for Global and Cross-Cultural Differences
PART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGE
Chapter 7: Managing Customer Dynamics
Chapter 8: The Changing World of Retail and Omnichannel Marketing
Chapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer Differences
PART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACT
Chapter 10: Managing Sustainable Competitive Advantage
Chapter 11: Brand-based Advantages and Advertising
Chapter 12: Offering-based Advantages, Innovation and Product-Service Strategy
Chapter 13: Relationship-based Advantages, CRM and Channel Management
PART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITED
Chapter 14: Managing Resource Tradeoffs and Pricing Strategy
Chapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling
