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Macmillan Higher Education Palgrave Higher Education

Marketing Strategy

Based on First Principles and Data Analytics

ISBN 9781137526236
Publication Date March 2017
Formats Paperback Ebook 
Publisher Palgrave

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.



Robert W. Palmatier is Professor of Marketing, and he holds the John C. Narver Chair of Business Administration at the University of Washington’s Foster School of Business. He is also the founder and research director of UW’s Center for Sales and Marketing Strategy, and Editor-in-Chief of The Journal of the Academy of Marketing Science.

Hari Sridhar is the Center for Executive Development Professor of Marketing at Texas A&M University, Associate Research Director, and Director of Customer Analytics at the Institute for Study of Business Markets (ISBM), and a winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

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.

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