Marketing Strategy: Based on First Principles and Data Analytics

Description

This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems: 1. All customers differ 2. All customers change 3. All competitors react 4. 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.

Robert W. Palmatier is Professor of Marketing, and he holds the John C. Narver Chair of Business Administration at the University of Washington's Foster School of Business. He is also the founder and research director of UW's Center for Sales and Marketing Strategy, and Editor-in-Chief of The Journal of the Academy of Marketing Science. Hari Sridhar is the Center for Executive Development Professor of Marketing at Texas A&M University, Associate Research Director, and Director of Customer Analytics at the Institute for Study of Business Markets (ISBM), and a winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.