Marketing Strategy: Based on First Principles and Data Analytics, Paperback

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.

About author(s):

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW's Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy.

Hari 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. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M's Presidential Impact Fellow.