Marketing Strategy: Based on First Principles and Data Analytics

About this book

This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems: - All customers differ - All customers change - All competitors react - 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.