Marketing Strategy - Based on First Principles and Data Analytics (Paperback, 2nd edition)

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. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

General

Imprint:	Bloomsbury Academic
Country of origin:	United Kingdom
Release date:	February 2021
First published:	2021
Authors:	Robert W. Palmatier • Shrihari Sridhar
Dimensions:	254 x 178 x 23mm (L x W x T)
Format:	Paperback
Pages:	416
Edition:	2nd edition
ISBN-13:	978-1-352-01146-3
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-352-01146-8
Barcode:	9781352011463

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