Contenu
"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"--
Informations bibliographiques
mars 2025, 384 pages, Anglais
Bloomsbury Academic
978-1-350-32789-4