Marketing strategy : based on first principles and data analytics

Abstract

This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems: 1. All customers differ 2. All customers change 3. All competitors react 4. 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.