Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA. Andrew Crecelius is Associate Professor of Marketing at Iowa State University, USA.

• PART 1: INTRODUCTION: AN OVERVIEW OF MODERN MARKETINGChapter 1: The Modern Marketing ConceptChapter 2: The First Principles of MarketingChapter 3: First Principles in Action - Navigating the World of Digital MarketingPART 2: MARKETING PRINCIPLE #1: ALL CUSTOMERS DIFFERChapter 4: Managing Customer DifferencesChapter 5: Understanding Customer and Organizational Buyer BehaviorChapter 6: Marketing for Global and Cross-Cultural DifferencesPART 3: MARKETING PRINCIPLE #2: ALL CUSTOMERS CHANGEChapter 7: Managing Customer DynamicsChapter 8: The Changing World of Retail and Omnichannel MarketingChapter 9: Marketing Research & Analytics for Managing Customer Dynamics & Customer DifferencesPART 4: MARKETING PRINCIPLE #3: ALL COMPETITORS REACTChapter 10: Managing Sustainable Competitive AdvantageChapter 11: Brand-based Advantages and AdvertisingChapter 12: Offering-based Advantages, Innovation and Product-Service StrategyChapter 13: Relationship-based Advantages, CRM and Channel ManagementPART 5: MARKETING PRINCIPLE #4: ALL RESOURCES ARE LIMITEDChapter 14: Managing Resource Tradeoffs and Pricing StrategyChapter 15: Managing Resource Tradeoffs in Integrated Marketing Communications and Personal Selling

The multiple case studies help to understand the world of marketing and to develop the methods to deal with the complex problems. The useful learning features encourage students to reflect critically on the real world situations and different sides of a debate.