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Marketing Strategy: Based on First Principles and Data Analytics
£45.99

MARKETING STRATEGY: BASED ON FIRST PRINCIPLES AND DATA ANALYTICS

PAPERBACK BY PALMATIER, ROBERT; SRIDHAR, SHRIHARI

£45.99

ISBN
9781137526236
IMPRINT
PALGRAVE
 
 
EDITION
1ST ED. 2017
PUBLISHER
PALGRAVE MACMILLAN
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
288 pages
PUBLICATION DATE
31 JAN 2017

DESCRIPTION

Marketing strategy is the pursuit of solutions to four fundamental marketing problems: 1) all customers differ, 2) all customers change, 3) all competitors react, and 4) all resources are limited.Structured around these four First Principles of Marketing Strategy, 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.Key benefits include:Provides over 250 diverse marketing examples from 25 countries and most industry segments, showing how various processes, tools, and frameworks apply to many different businesses, countries, and situations.Integrates state-of-the-art data analytic techniques into all aspects of the strategic planning process to allow managers to make more effective data-based decisions.Integrates easily with data analysis (e.g., MEXL, SPSS, SAS) and market simulation (e.g., Markstrat) software, to provide hands-on access to marketing strategy through experiential learning tools.This textbook is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives who seek to bring a more systematic approach to their firms` marketing strategy efforts.

CONTENTS

1 Marketing Strategy: A First Principles Approach.- Part 1 All Customers Differ.- 2 Marketing Principle #1: All Customers Differ Managing Customer Heterogeneity.- Part 2 All Customers Change.- 3 Marketing Principle #2: All Customers Change Managing Customer Dynamics.- Part 3 All Competitors React.- 4 Marketing Principle #3: All Competitors React Managing Sustainable Competitive Advantage.- 5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage.- 6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantages.- 7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage.- Part 4 All Resources are Limited.- 8 Marketing Principle #4: All Resources Are Limited Managing Resource Trade-offs.- 9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.