Marketing Strategy: Based on First Principles and Data Analytics

Palmatier, Robert W./ Sridhar, Shrihari

ISBN 10: 1137526238 / ISBN 13: 9781137526236

Published by Palgrave Macmillan, 2017

About this Item

288 pages. 9.50x7.50x0.75 inches. In Stock.

Seller Inventory # 1137526238

Bibliographic Details

• Title: Marketing Strategy: Based on First Principles and Data Analytics
• Publisher: Palgrave Macmillan
• Publication Date: 2017
• Language: English
• ISBN 10: 1137526238
• ISBN 13: 9781137526236
• Binding: Paperback
• Condition: Brand New
• Weight: 0.7 kilograms

About this title

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.

About the Author

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