Marketing Strategy: Based on First Principles and Data Analytics - Softcover

Über die Autorinnen und Autoren

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.

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Faced with ever more competitive marketplaces, businesses today need to be finely attuned to their customers, anticipating their changing needs and responding with agility. 

Drawing on cutting-edge research and industry best practice, Marketing Strategy articulates an elegant and practical customer-centric framework that helps you to develop, implement, and evaluate successful real-world marketing strategies.

Key features:

• Unique Four Principles framework offers a structured approach to manage modern marketing and its challenges
• Integration of cutting-edge data analytics allows you to make effective data-driven decisions
• World-renowned and globally-connected authors with a wealth of academic and practitioner experience
• Flexible options to use alongside interactive market simulation software

Thoroughly revised and up-to-date, this new edition offers:

• Fresh insights from cutting-edge academic research and recent industry developments
• Expanded range of examples, covering over 250 diverse companies from 25 countries 
• Analysis of emerging marketing strategies including influencer marketing, digital marketing and social media strategies
• A vibrant new design and enhanced pedagogy for a dynamic learning experience 
• New in-class exercises and worked Data Analytic Technique examples, allowing you to develop your own skills
• Added hands-on learning features, including seven new unsolved analytics-driven case exercises
• Extensive online resources including additional cases and enhanced data sets, now compatible with both R and SAS