An 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.
For Lecturers
PowerPoint lecture videos - fully-illustrated slides for each chapter, available both with and without narration by author Andrew Crecelius.
Testbank - contains 609 multiple choice questions. These are organized by chapter and by subsection. These files follow the standard Respondus question format, and can be easily imported into Canvas using the Respondus desktop client.
Sample syllabi - these can be used on principles of marketing courses of various term lengths and formats
Video resources list - these have been carefully selected to illustrate key concepts from the chapters and can be used to supplement class lectures
