Marketing strategy : based on first principles and data analytics /
Robert W. Palmatier, Shrihari Sridhar.
- Basingstoke : Palgrave Macmillan, 2017.
- 384 pages : 43 illustrations ; 25 cm.
1 Marketing Strategy: A First Principles Approach Part 1 All Customers Differ 2 Marketing Principle #1: All Customers Differ ➨ Managing Customer Heterogeneity Part 2 All Customers Change 3 Marketing Principle #2: All Customers Change ➨ Managing Customer Dynamics Part 3 All Competitors React 4 Marketing Principle #3: All Competitors React ➨ Managing Sustainable Competitive Advantage 5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage 6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantages 7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage Part 4 All Resources are Limited 8 Marketing Principle #4: All Resources Are Limited ➔ Managing Resource Trade-offs 9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.