Marketing: Based on first principles

By:

Palmatier, Robert W

Contributor(s):

Crecelius, Andrew T [Co-author]

Material type:

TextPublication details: London Bloomsbury academic 2025Description: xxiv, 348 p. Includes bibliographical reference and indexISBN:

9781350327894

Other classification:

Summary: a structured, fundamental approach to strategy that identifies and addresses four core, unchanging realities: all customers differ, all customers change, all competitors react, and all resources are limited. By systematically analyzing these foundational principles, marketers can develop effective, adaptable strategies, manage customer heterogeneity, anticipate competitive responses, and make optimal resource decisions to achieve marketing objectives in a dynamic environment.

Item type:

Textual

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Textual	Ratan Tata Library	Ratan Tata Library								Available			RT1528478

a structured, fundamental approach to strategy that identifies and addresses four core, unchanging realities: all customers differ, all customers change, all competitors react, and all resources are limited. By systematically analyzing these foundational principles, marketers can develop effective, adaptable strategies, manage customer heterogeneity, anticipate competitive responses, and make optimal resource decisions to achieve marketing objectives in a dynamic environment.

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