Marketing Strategy: Based on First Principles and Data Analytics

Product Description

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.

Review

“All customers differ, all customers change, all competitors react and all resources are limited - attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, read it, and you will understand the latest relevant research findings and how those principles apply in our data-intensive world.” ―Gary L Lilien, Penn State, USA

“The authors accompany their book with a wealth of data-analytic techniques, the latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy.” ―Adam Lindgreen, Copenhagen Business School, Denmark

“This book is accessible and practical while also being highly sophisticated, providing a fresh take on many issues that are all the more important in today's increasingly data-driven and analytics-focused business environments.” ―Andrew Stephen, University of Oxford, UK

Review

All customers differ, all customers change, all competitors react and all resources are limited - attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, read it, and you will understand the latest relevant research findings and how those principles apply in our data-intensive world. – Gary L Lilien, Penn State, USA
The authors accompany their book with a wealth of data-analytic techniques, the latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy. – Adam Lindgreen, Copenhagen Business School, Denmark
This book is accessible and practical while also being highly sophisticated, providing a fresh take on many issues that are all the more important in today's increasingly data-driven and analytics-focused business environments. – Andrew Stephen, University of Oxford, UK

From the Back Cover


About the Author

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