Marketing
Based on First Principles
(Author) Robert W. Palmatier"Structured around Robert W. Palmatier's First Principles - all customers differ; all customers change; all competitors react; all resources are limited - this textbook serves as a guide to a student's first course in marketing. It introduces the key concepts, processes and data-driven tools that are crucial to meeting the challenges that twenty-first century marketers face"--
Robert W. Palmatier
Robert W. Palmatier is a renowned scholar known for his groundbreaking work "Customer Relationship Management: A Strategic Perspective." His writing style is clear, insightful, and impactful, making complex concepts accessible to a wide audience. Palmatier's key contributions to literature include advancing the understanding of customer relationships and marketing strategy.
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