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Marketing Strategy - Based on First Principles and Data Analytics (Paperback, 1st Ed. 2017)
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Marketing Strategy - Based on First Principles and Data Analytics (Paperback, 1st Ed. 2017)
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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.
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