Marketing Strategy: Based on First Principles and Data Analytics - Couverture souple

Palmatier, Robert W.; Sridhar, Shrihari

 
9781352011463: Marketing Strategy: Based on First Principles and Data Analytics
Couverture souple
ISBN 10 : 1352011468 ISBN 13 : 9781352011463
Editeur : Bloomsbury Academic, 2021

Synopsis

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates.

Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies.

New to this Edition:
- Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies
- Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion
- Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments
- Vibrant visual presentation with a new full colour design

Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos des auteurs

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.

Shrihari 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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Bloomsbury Academic
Date d'édition
2021
Langue
anglais
ISBN 10 
1352011468
ISBN 13 
9781352011463
Reliure
Broché
Numéro d'édition
2
Nombre de pages
416
Coordonnées du fabricant
non disponible
Personne responsable
CMN Printpool Inh. Mathis Neumann
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