Marketing Strategy: Based on First Principles and Data Analytics

by Robert W. Palmatier, Shrihari Sridhar

Overview

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

Product Details

ISBN-13:	9781352011463
Publisher:	Bloomsbury Academic
Publication date:	02/05/2021
Edition description:	2nd ed. 2021
Pages:	350
Product dimensions:	7.00(w) x 9.95(h) x 0.75(d)

About the Author

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

Table of Contents

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.

Editorial Reviews

All customers differ, all customers change, all competitors react and all resources are limited - attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, read it, and you will understand the latest relevant research findings and how those principles apply in our data-intensive world.” —Gary L Lilien, Penn State, USA

“The authors accompany their book with a wealth of data-analytic techniques, the latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy.” —Adam Lindgreen, Copenhagen Business School, Denmark

“This book is accessible and practical while also being highly sophisticated, providing a fresh take on many issues that are all the more important in today's increasingly data-driven and analytics-focused business environments.” —Andrew Stephen, University of Oxford, UK

From the Publisher