TY - BOOK AU - Palmatier, Robert W. AU - Sridhar, Shrihari TI - Marketing strategy: based on first principles and data analytics SN - 9781137526236 U1 - 658.87 PY - 2017/// CY - London PB - Palgrave Macmillan KW - Marketing--Data processing KW - Marketing--Management KW - Marketing--Management--Data processing N1 - 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 N2 - 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 ER -