E-Book Overview
This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems: 1. All customers differ 2. All customers change 3. All competitors react 4. 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.
E-Book Content
Praise for Marketing Strategy If you heard that there are four challenges to be addressed by (marketing) strategy—all customers differ, all customers change, all competitors react and all resources are limited—you might attribute it to Peter Drucker or Ted Levitt. Think again: attribute that statement to Rob Palmatier and Hari Sridhar. Then get their book, Marketing Strategy: Based on First Principles and Data Analytics, read it and you will understand the latest relevant research findings and how those principles apply in our data-intensive world. This book is a great accomplishment and promises to have a profound influence on the teaching and practice of marketing strategy. — Dr Gary Lilien, Distinguished Research Professor of Management Science, Penn State, USA, and Research Director, Institute for the Study of Business Markets, USA With its four marketing principles (All Customers Differ, All Customers Change, All Competitors React, and All Resources are Limited), Palmatier and Sridhar’s new book is a welcoming breath of fresh air to the plethora of existing marketing strategy textbooks. Here’s a book that in a very pedagogically sound manner lays out what are the consequences of these four marketing principles. The authors accompany their book with a wealth of data analytics techniques, the latest marketing research, and in-depth case studies. I predict this book to become a leading textbook on marketing strategy. — Dr Adam Lindgreen, Head of Department of Marketing, Copenhagen Business School, Denmark, and Co-Editor-in-Chief of Industrial Marketing Management The marketing strategy text by Palmatier and Sridhar offers a pragmatic and data-driven treatment on marketing strategy that is rooted in science. Their treatment is accessible and practical while also being highly sophisticated. This text provides a fresh take on many issues that are all the more important in today’s increasingly data-driven and analytics-focused business environments. — Professor Andrew Stephen, L’Oréal Professor of Marketing, Saïd Business School, University of Oxford, UK This book is a refreshing change. It offers analytical tools and conceptual frameworks that are decisionspecific, not surface-level generalities. At last! A book that I can use with my advanced students, all the way up to the most sophisticated executive MBA audience. — Mark B. Houston, PhD, Department Head, Professor of Marketing, Texas A&M University, USA Most marketing strategy classes are taught using business cases which provide in-depth examples of select marketing problems in select industries. Managers applying these case concepts at work often encounter a lack of generalizability, thereby limiting how case learning extends out to practice. In First Principles, the authors organize the most crucial problems, processes and tools of marketing strategy into one framework that can be applied to all industries. Moreover, the authors stress the role of data, analytics and