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.

A brand new textbook with an innovative and exciting approach to marketing strategy. Moving away from the outdated 4Ps model to a new approach that reflects real-world companies responding to a differing and dynamic customer base. Research-based and action-orientated, it equips students with the tools to succeed in today's competitive markets.

Autorentext
Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA. Shrihari Sridhar is Professor of Marketing, holder of the Joe Foster '56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Texas A&M University.

Inhalt
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 Advantage.- 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.