Marketing Strategy: Based on First Principles and Data Analytics

Palmatier, Robert W., Sridhar, Shrihari

ISBN 10: 1352011468 / ISBN 13: 9781352011463

Editore: Bloomsbury Academic, 2021

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Codice articolo 006699480U

Dati bibliografici

• Titolo: Marketing Strategy: Based on First Principles and Data Analytics
• Editore: Bloomsbury Academic
• Data di pubblicazione: 2021
• Lingua: Inglese
• ISBN 10: 1352011468
• ISBN 13: 9781352011463
• Rilegatura: paperback
• Edizione: 2nd Edition.
• Condizione: Good

Descrizione articolo

Riassunto

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.

Informazioni sugli autori

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.