Marketing strategy : based on first principles and data analytics. Robert W. Palmatier, Shrihari Sridhar. 2nd ED.
By: Palmatier, Robert W [aut.].
Contributor(s): Sridhar, Shrihari [aut.].
Publisher: London : Palgrave, ©2021Edition: 2nd ED.Description: xxix, 373 pages : illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781352011463.Subject(s): Marketing | Strategic planning | Marketing -- Data processingGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415 .P36 2020 (Browse shelf) | Available | AU00000000017050 |
Includes bibliographical references and index.
Introductory Chapter. Marketing Strategy: A First Principles Approach, p.1 -- Part 1. All Customers Differ, p.31 -- 2. Marketing Principle #1: All Customers Differ -+ Managing Customer Heterogeneity, p.33 -- Part 2. All Customers Change, p.77 -- 3. Marketing Principle #2: All Customers Change-+ Managing Customer Dynamics, p.79 -- Part 3. All Competitors React, p.117 -- 4. Marketing Principle #3: All Competitors React -+ Managing Sustainable Competitive Advantage, p.119 -- 5. Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage, p.151 -- 6. Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage, p.173 -- 7. Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage, p.195 -- Part 4. All Resources are Limited, p.221 -- 8. Marketing Principle #4: All Resources Are Limited -+ Managing Resource Trade-offs, p.223 -- Concluding Chapter. 9. Marketing Strategy: Implementing Marketing Principles and Data Analytic, p.259.