Marketing Strategy : Based on First Principles and Data Analytics

Palmatier, Robert W./ Sridhar, Shrihari

Palgrave Macmillan（2017/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 384 p.
• 言語 ENG
• 商品コード 9781137526236
• DDC分類 380

Full Description

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

Contents

1 Marketing StrategyPart 1 All Customers Differ2 Marketing Principle #1: All Customers Differ ? Managing Customer HeterogeneityPart 2 All Customers Change3 Marketing Principle #2: All Customers Change ? Managing Customer DynamicsPart 3 All Competitors React4 Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantages7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive AdvantagePart 4 All Resources are Limited8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.