Marketing strategy: based on first principles and data analytics

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.

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.