Marketing Strategy: Based on First Principles and Data Analytics

by Robert W Palmatier

This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing
- 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 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.

Genres: Business

288 pages, Paperback

Published January 31, 2017

Reviews

[Mauricio Fernandez Bravo · Rating 5 out of 5]

Es un libro increíble por lo siguiente: articula las áreas del marketing de una forma clara y práctica. Ni siquiera el libro de Kotler "Dirección de Marketing" tiene este nivel de síntesis y aplicabilidad; Además , el libro se encuentra sustentado por muchos datos científicos; Por último, te motiva a estudiar la parte estadística del marketing. Personalmente, ya estoy planeando en dar una revisada a estos temas. Excelente libro.

[Keerthana · Rating 4 out of 5]

Slay. Normally I wouldn’t count a textbook on here but I read this thing cover to cover. It’s a really solid textbook and perfect for those who are new to marketing analytics. Some content is a little repetitive and common sense, but that’s just how marketing goes. Great, informative read overall

[Bill Rand · Rating 4 out of 5]

Great combination of marketing strategy theory and practice. Goes all the way down to exactly what tools to use when. Some of the language could be updated, but other than that great book!