Marketing Strategy: Based on First Principles and Data AnalyticsAuthor :
Paperback
Published : Tuesday 31 January 2017
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Paperback
31 Jan 2017
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€61.44
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Description
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 Moving away from the outdated 4Ps model to a new approach that reflects real-world companies responding to a differing and dynamic customer base.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.
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.
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