Marketing strategy : based on first principles and data analytics /: based on first principles and data analytics. (2017)

• Record Type: Book
• Further Information: Note: Robert W. Palmatier, Shrihari Sridhar.
• Authors: Palmatier, Robert W; Sridhar, Shrihari
• Contents: 1. Introduction to First Principles of Marketing Strategy 2. FP1: All Customers are Different: Managing Customer Heterogeneity 3. FP2: All Customers Change: Managing Customer Dynamics 4. FP3: All Customers React: Managing Sustainable Competitive Advantage 5. FP3 (Brand): All Customers React: Managing Brand-Based SCA 6. FP3 (Offering): All Customers React: Managing Offering-Based SCA 7. FP3 (Relationships): All Customers React: Managing Relationship-Based SCA 8. FP4: All Resources are Fixed: Managing Resource Tradeoffs 9. Integrating First Principles of Marketing 10. Conclusion: First Principles of Marketing Strategy
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2017
• Extent: 1 online resource (384 pages), (43 illustrations)
• Subjects: 658.802; Marketing/General; Marketing -- Management; Marketing -- Management -- Data processing; International/Marketing; Sales & marketing; Business strategy
• Languages: English
• ISBNs: 9781137526243; 1137526246
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.