Marketing Strategy: Based on First Principles and Data Analytics - Softcover

Palmatier, Robert W.; Sridhar, Shrihari

Softcover

ISBN 10: 1137526238 ISBN 13: 9781137526236

Verlag: Red Globe Press, 2017

Inhaltsangabe

<P>THIS IS A BRAND NEW TEXTBOOK ON MARKETING STRATEGY THAT FOCUSES ON THE PURSUIT OF SOLUTIONS TO FOUR FUNDAMENTAL MARKETING PROBLEMS:&NBSP;</P><P>1. ALL CUSTOMERS DIFFER 2. ALL CUSTOMERS CHANGE 3. ALL COMPETITORS REACT 4. ALL RESOURCES ARE LIMITED</P><P>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.</P><P>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.</P><DIV><BR></DIV><DIV><BR></DIV><DIV><P></P></DIV>

Über diesen Titel

Críticas

`If you heard that there are four challenges to be addressed by (marketing) strategy: all customers differ, all customers change, all competitors react and all resources are limited you might attribute it to Peter Drucker or Ted Levitt. Think again: attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, Marketing Strategy: Based on First Principles and Data Analytics, read it and you will understand the latest relevant research findings and how those principles apply in our data-intensive world. This book is a great accomplishment and promises to have a profound influence on the teaching and practice of marketing strategy.` --Gary L Lilien, PhD, Distinguished Research Professor of Management Science, Penn State, USA and Research Director, Institute for the Study of Business Markets, USA

`With its four marketing principles (all customers differ, all customers change, all competitors react, and all resources are limited), Palmatier and Sridhar`s new book is a welcoming breath of fresh air to the plethora of existing marketing strategy textbooks. Here`s a book that in a very pedagogically sound manner lays out what are the consequences of these four marketing principles. The authors accompany their book with a wealth of data-analytic techniques, latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy.` --Professor, Dr. Adam Lindgreen, Head of Department of Marketing, Copenhagen Business School, Denmark, and Co-Editor-in-Chief of Industrial Marketing Management

`The marketing strategy text by Palmatier and Sridhar offers a pragmatic and data-driven treatment on marketing strategy that is rooted in science. Their treatment is accessible and practical while also being highly sophisticated. This text provides a fresh take on many issues that are all the more important in today`s increasingly data-driven and analytics-focused business environments.` --Professor Andrew Stephen, L`Oréal Professor of Marketing, Saïd Business School, University of Oxford, UK

Reseña del editor

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.

Details zur Ausgabe

• Verlag: Red Globe Press
• Erscheinungsdatum: 2017
• ISBN 10: 1137526238
• ISBN 13: 9781137526236
• Einband: Tapa blanda
• Sprache: Englisch
• Anzahl der Seiten: 288