{"product_id":"marketing-by-robert-w-palmatier-9781350327894","title":"Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\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\/strong\u003e\u003c\/p\u003e\n\n\u003cp\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.\u003c\/p\u003e\n\n\u003cp\u003eThis textbook dives headfirst into marketing controversies. Unique learning features, \u003cem\u003eMarketing Fail\u003c\/em\u003e and \u003cem\u003eShades of Grey\u003c\/em\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.\u003c\/p\u003e\n\n\u003cp\u003eThe perfect textbook for introductory modules on the essentials of marketing, \u003cem\u003eMarketing: Based on First Principles\u003c\/em\u003e provides a unique and dynamic approach, allowing students to develop effective and flexible methods to deal with the diverse and complex problems of marketing today.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Allen \u0026 Unwin","offers":[{"title":"Default Title","offer_id":47425387856108,"sku":"9781350327894","price":98.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781350327894.jpg?v=1774768186","url":"https:\/\/bookhero.co.nz\/products\/marketing-by-robert-w-palmatier-9781350327894","provider":"Book Hero","version":"1.0","type":"link"}