Marketing Strategy
Based on First Principles and Data Analytics
by Robert W. Palmatier, Shrihari Sridhar
2nd Edition
Publisher: Bloomsbury Academic
Book Details
| Print ISBN | 9781352011463 |
| eText ISBN | 9781352011470 |
| Publisher | Bloomsbury Academic |
| Publishing Year | 2021 |
| Edition | 2nd Edition |
| Language | English |
Marketing Strategy: Based on First Principles and Data Analytics, 2nd Edition, presents an evidence-based approach to business decision-making. This textbook integrates data-driven analytical techniques with core strategic pillars to help organizations address complex commercial challenges under varying market conditions.
The text organizes strategic marketing around fundamental principles, including managing customer differences, customer changes over time, and resource trade-offs. It also examines how firms secure sustainable competitive advantages and adapt to modern developments such as digital marketing.
Developed for advanced undergraduate, MBA, and executive education students as well as business practitioners, the volume supports systematic strategic analysis. Supplementary online resources are also available to assist teaching and independent study.
Table of Contents
Chapter 1: Marketing Strategy: A First Principles Approach
Chapter 2: Marketing Principle #1: All Customers Differ ? Managing Customer Heterogeneity
Chapter 3: Marketing Principle #2: All Customers Change ? Managing Customer Dynamics
Chapter 4: Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage
Chapter 5: Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage
Chapter 6: Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage
Chapter 7: Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage
Chapter 8: Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs
Chapter 9: Marketing Strategy: Implementing Marketing Principles and Data Analytics.
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