Marketing Strategy: Based on First Principles and Data Analytics - Brossura

Palmatier, Robert W.; Sridhar, Shrihari

Brossura

ISBN 10: 1137526238 ISBN 13: 9781137526236

Casa editrice: Red Globe Press, 2017

Riassunto

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 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.

Su questo libro

Recensione

`If you heard that there are four challenges to be addressed by (marketing) strategy: all customers differ, all customers change, all competitors react and all resources are limited you might attribute it to Peter Drucker or Ted Levitt. Think again: attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, Marketing Strategy: Based on First Principles and Data Analytics, read it and you will understand the latest relevant research findings and how those principles apply in our data-intensive world. This book is a great accomplishment and promises to have a profound influence on the teaching and practice of marketing strategy.` --Gary L Lilien, PhD, Distinguished Research Professor of Management Science, Penn State, USA and Research Director, Institute for the Study of Business Markets, USA

`With its four marketing principles (all customers differ, all customers change, all competitors react, and all resources are limited), Palmatier and Sridhar`s new book is a welcoming breath of fresh air to the plethora of existing marketing strategy textbooks. Here`s a book that in a very pedagogically sound manner lays out what are the consequences of these four marketing principles. The authors accompany their book with a wealth of data-analytic techniques, latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy.` --Professor, Dr. Adam Lindgreen, Head of Department of Marketing, Copenhagen Business School, Denmark, and Co-Editor-in-Chief of Industrial Marketing Management

`The marketing strategy text by Palmatier and Sridhar offers a pragmatic and data-driven treatment on marketing strategy that is rooted in science. Their treatment is accessible and practical while also being highly sophisticated. This text provides a fresh take on many issues that are all the more important in today`s increasingly data-driven and analytics-focused business environments.` --Professor Andrew Stephen, L`Oréal Professor of Marketing, Saïd Business School, University of Oxford, UK

L'autore

Robert W. Palmatier is Professor of Marketing, and he holds the John C. Narver Chair of Business Administration at the University of Washington’s Foster School of Business. He is also the founder and research director of UW’s Center for Sales and Marketing Strategy, and Editor-in-Chief of The Journal of the Academy of Marketing Science.

Hari Sridhar is the Center for Executive Development Professor of Marketing at Texas A&M University, Associate Research Director, and Director of Customer Analytics at the Institute for Study of Business Markets (ISBM), and a winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

Dettagli dell?edizione

• Editore: Red Globe Press
• Data di pubblicazione: 2017
• ISBN 10: 1137526238
• ISBN 13: 9781137526236
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 288