Synopsis
This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:
- All customers differ
- All customers change
- All competitors react
- All resources are limited.
Structured around these four First Principles of Marketing, this important new textbook offers a unique and extensively classroom-tested approach to marketing strategy. It provides a structured framework to develop effective strategies to deal with diverse marketing problems while integrating data analytics into the decision-making process.
Authored by world-leading experts in marketing strategy, Marketing Strategy: First Principles and Data Analytics is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives looking to bring a more systematic approach to their firms' marketing strategy efforts.
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About the Author
Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.
From the Back Cover
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Marketing Strategy : Based on First Principles and Data Analytics
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Bloomsbury Publishing Plc, 2017
ISBN 10: 1137526238
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Marketing Strategy : Based on First Principles and Data Analytics
Published by
Bloomsbury Publishing Plc, 2017
ISBN 10: 1137526238
ISBN 13: 9781137526236
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