This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:
- 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 Strategy: 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.
- ISBN10 1137526238
- ISBN13 9781137526236
- Publish Date 31 January 2017
- Publish Status Out of Print
- Out of Print 28 September 2021
- Publish Country GB
- Publisher Macmillan Education UK
- Imprint Red Globe Press
- Edition 1st ed. 2017
- Format Paperback
- Pages 288
- Language English