Marketing Strategy
Based on First Principles and Data Analytics
Ranked #30 in Marketing Strategy
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... more
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... more
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