Marketing Strategy: Based on First Principles and Data Analytics

Description

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW's Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy. Hari Sridhar is Professor of Marketing, holder of the Joe Foster '56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Texas A&M University. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M's Presidential Impact Fellow.

The text masterfully introduces the First Principles of marketing strategy and integrates them perfectly with a mixture of data analytics cases and the Markstrat simulation. Students appreciate the variety of methods used to help them engage with the concepts and then apply analytics techniques to inform managerial decisions. It is really rewarding to see students' initial data apprehension convert into pride. * Conor M. Henderson, University of Oregon, USA * Palmatier and Sridhar's Marketing Strategy adopts a truly fresh approach to the topic of marketing strategy. It captures the essence of the purpose of marketing strategy, and connects its key principles with specific marketing decisions. A unique textbook on marketing strategy with examples clearly illustrating concepts, up-to-date case studies that bring the subject alive, and excellent support material for marketing instructors and lecturers. * Maria Karampela, University of Strathclyde, UK * Marketing Strategy stands out from other textbooks; it takes an innovative yet intuitive approach of using four First Principles to anchor the concepts of marketing strategy. It provides students with an indispensable grounding in data analysis, applied in state-of-the-art cases using unique datasets and code in industry-standard software. This seamless combination of theory and practice makes the book accessible at all levels, yet bound to stay with students beyond any individual course. * Michiel Van Crombrugge, Erasmus School of Economics, Netherlands * If you heard that there are four challenges to be addressed by (marketing) strategy-all customers differ, all customers change, all competitors react and all resources are limited-you might attribute it to Peter Drucker or Ted Levitt. Think again: attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, Marketing Strategy: Based on First Principles and Data Analytics, read it and you will understand the latest relevant research findings and how those principles apply in our data-intensive world. This book is a great accomplishment and promises to have a profound influence on the teaching and practice of marketing strategy. * Gary Lilien, Penn State, USA * Most marketing strategy classes are taught using business cases which provide in-depth examples of select marketing problems in select industries. Managers applying these case concepts at work often encounter a lack of generalizability, thereby limiting how case learning extends out to practice. In First Principles, the authors organize the most crucial problems, processes and tools of marketing strategy into one framework that can be applied to all industries. Moreover, the authors stress the role of data, analytics and research-based guidance while executing marketing strategy. Most marketing strategy textbooks and business cases are not sufficiently quantitative to equip managers in today's competitive analytics age. In that sense, this book plugs a major gap, by describing analytical tools for marketing strategy, and providing data-enabled cases to let students practice the tools before they implement them in the real world. * Rajdeep Grewal, University of North Carolina, USA * A must-have for any marketing strategy and planning course. This book guides students through key concepts using innovative content and relevant examples. The case studies are up-to-date, cross a number of sectors and will resonate with learners. Marketing Strategy is interesting, wellwritten and allows readers to dip in and out of relevant chapters in line with the topics they are studying. * Gaynor Cross, Leeds Trinity University, UK * This book connects academia and industry in a natural way and prepares the reader for datadriven decision making in an era of technology disruption. Reader-friendly design, step-by-step guides for data-analytic techniques, in-depth case studies from different parts of the world, and clear use of the latest relevant research make Marketing Strategy useful for both students and practitioners. * Rana Mostaghel, Malardalen University, Sweden * This textbook is refreshing and innovative. It is easy to follow and highly customer-centric. I really enjoy sharing it with my students and colleagues. The authors have cleverly utilized the First Principles framework to organize the chapter structure. This unique structure enables us to understand marketing strategy in a new way. Our students acquire new insights on customer heterogeneity and dynamics, competitive forces, and resource constraints from this innovative book. * Henry F. L. Chung, Massey University, New Zealand * An insightful and interactive text that expertly illuminates the principles of marketing strategy. The wide range of global examples is relevant to the text and the worldwide environment and helps to support student learning. This text is a comprehensive guide and resource for anyone interested in learning more about the marketing discipline. * Kathy-Ann Fletcher, Abertay University, UK * I highly recommend Marketing Strategy by Palmatier and Sridhar as the default book for a marketing strategy course. By shifting the focus from the traditional 4Ps to decision-making principles, the authors have created a new paradigm for teaching marketing strategy. It is wellwritten, easy to read and has great cases and examples. The book can also be used in a customer management course and for select executive programs. * Girish Mallapragada, Indiana University, USA * I consider this book a breakthrough in marketing strategy teaching material. The book is comprehensive, compelling and coherent in its data-driven approach to Marketing Strategy. The chapters, case studies and datasets help to create an intellectually challenging yet interactive learning environment. * Sourindra Banerjee, Leeds University Business School, UK * I highly recommend this textbook, which incorporates the latest marketing research as well as state-of-the-art analytics techniques. Palmatier and Sridhar are well-known scholars in the field of marketing, and they also have extensive experience applying their knowledge through consulting projects with major corporations in different industries. Students will benefit tremendously from this textbook which will help them to develop, implement and evaluate real-world marketing strategies. * Daniel Laufer, Victoria University of Wellington, New Zealand * If you want to know about the recent developments in marketing strategy, Palmatier and Sridhar's book is a clear reference. I love the presence of key conceptual figures to guide the reader; the "All Customers Differ, All Customers Change, All Competitors React, All Resources are Limited" framework is great. * Giampaolo Viglia, University of Portsmouth, UK *