(eBook PDF) Marketing Strategy: Based on First Principles and Data Analytics – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 9781137526236
- ISBN-13 : 978-1137526236
- Author: Robert Palmatier
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.
Table of contents:
1 Marketing Strategy: A First Principles Approach
2 Marketing Principle #1: All Customers Differ ? Managing Customer Heterogeneity
3 Marketing Principle #2: All Customers Change ? Managing Customer Dynamics
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 Advantage
7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage
8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs
9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.
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