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 Marketing Strategy: A First Principles Approach.- Part 1 All Customers Differ.- 2 Marketing Principle #1: All Customers Differ ➨ Managing Customer Heterogeneity.- Part 2 All Customers Change.- 3 Marketing Principle #2: All Customers Change ➨ Managing Customer Dynamics.- Part 3 All Competitors React.- 4 Marketing Principle #3: All Competitors React ➨ Managing Sustainable Competitive Advantage.- 5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage.- 6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantages.- 7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage.- Part 4 All Resources are Limited.- 8 Marketing Principle #4: All Resources Are Limited ➔ Managing Resource Trade-offs.- 9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.
• Publisher Details: London : Palgrave
• Publication Date: 2017
• Copyright Date: 2017
• Extent: 1 online resource (288 pages)
• Subjects: 658.802; Business; Marketing -- Management; Marketing -- Management -- Data processing; Management science; Marketing; Business & Economics -- Marketing -- General; Sales & marketing
• Languages: English
• ISBNs: 9781137526243
• Related ISBNs: 9781137526236
• 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.