Marketing Strategy: Based on First Principles and Data Analytics
书籍英文名: Marketing Strategy: Based on First Principles and Data Analytics
书籍作者 ：Robert Palmatier, Shrihari Sridhar
书籍简介：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.