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Marketing Strategy

Based on First Principles and Data Analytics

Language EnglishEnglish
Book Paperback
Book Marketing Strategy Robert Palmatier
Libristo code: 33338250
Publishers Bloomsbury Publishing, February 2021
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that und... Full description
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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.Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies.

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About the book

Full name Marketing Strategy
Author Robert Palmatier, Shrihari Sridhar
Language English
Binding Book - Paperback
Date of issue 2021
Number of pages 416
EAN 9781352011463
ISBN 1352011468
Libristo code 33338250
Publishers Bloomsbury Publishing
Weight 884
Dimensions 255 x 179 x 23

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing
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