Marketing Strategy Based on First Principles and Data Analytics

Palmatier, Robert W.

ISBN 10: 1137526238 / ISBN 13: 9781137526236

Edité par Bloomsbury Publishing Plc, 2017

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Synopsis :

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.

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.

Détails bibliographiques

Titre : Marketing Strategy Based on First Principles...
Éditeur : Bloomsbury Publishing Plc
Date d'édition : 2017
Reliure : Couverture souple
Etat : Acceptable