TY  - BOOK
AU  - Palmatier, Robert W.
AU  - Crecelius, Andrew T.
TI  - Marketing: Based on first principles 
SN  - 9781350327894
PY  - 2025///
CY  - London
PB  - Bloomsbury academic
N2  - 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
ER  -