Marketing Strategy (eBook)
Based On First Principles And Data Analytics
de Shrihari Sridhar e Robert W. Palmatier
Sobre o livro
Marketing strategy is the pursuit of solutions to four fundamental marketing problems: 1) all customers differ, 2) all customers change, 3) all competitors react, and 4) all resources are limited.Structured around these four First Principles of Marketing Strategy, 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.Key benefits include:Provides over 250 diverse marketing examples from 25 countries and most industry segments, showing how various processes, tools, and frameworks apply to many different businesses, countries, and situations.Integrates state-of-the-art data analytic techniques into all aspects of the strategic planning process to allow managers to make more effective data-based decisions.Integrates easily with data analysis (e.g., MEXL, SPSS, SAS) and market simulation (e.g., Markstrat) software, to provide hands-on access to marketing strategy through experiential learning tools.This textbook is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives who seek to bring a more systematic approach to their firms` marketing strategy efforts.