Marketing Strategy: Based on First Principles and Data Analytics

ISBN-13: 9781352011463 / Angielski / Miękka / 2021 / 350 str.

Robert Palmatier; Shrihari Sridhar

Spis treści

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 Advantage 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.

O autorze

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW’s Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy.

Hari Sridhar is Professor of Marketing, holder of the Joe Foster ’56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Texas A&M University. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M’s Presidential Impact Fellow.

Blurb

Faced with ever more competitive marketplaces, businesses today need to be finely attuned to their customers, anticipating their changing needs and responding with agility. 

Drawing on cutting-edge research and industry best practice, Marketing Strategy articulates an elegant and practical customer-centric framework that helps you to develop, implement, and evaluate successful real-world marketing strategies.

Key features:

• Unique Four Principles framework offers a structured approach to manage modern marketing and its challenges
• Integration of cutting-edge data analytics allows you to make effective data-driven decisions
• World-renowned and globally-connected authors with a wealth of academic and practitioner experience
• Flexible options to use alongside interactive market simulation software

Thoroughly revised and up-to-date, this new edition offers:

• Fresh insights from cutting-edge academic research and recent industry developments
• Expanded range of examples, covering over 250 diverse companies from 25 countries 
• Analysis of emerging marketing strategies including influencer marketing, digital marketing and social media strategies
• A vibrant new design and enhanced pedagogy for a dynamic learning experience 
• New in-class exercises and worked Data Analytic Technique examples, allowing you to develop your own skills
• Added hands-on learning features, including seven new unsolved analytics-driven case exercises
• Extensive online resources including additional cases and enhanced data sets, now compatible with both R and SAS