{"product_id":"marketing-strategy-9781352011463","title":"Marketing Strategy","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMarketing Strategy\u003c\/i\u003e 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, \u003ci\u003eMarketing Strategy\u003c\/i\u003e is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThe text masterfully introduces the First Principles of marketing strategy and integrates them perfectly with a mixture of data analytics cases and the Markstrat simulation. Students appreciate the variety of methods used to help them engage with the concepts and then apply analytics techniques to inform managerial decisions. It is really rewarding to see students’ initial data apprehension convert into pride. * Conor M. Henderson, University of Oregon, USA *\u003cbr\u003ePalmatier and Sridhar’s Marketing Strategy adopts a truly fresh approach to the topic of marketing strategy. It captures the essence of the purpose of marketing strategy, and connects its key principles with specific marketing decisions. A unique textbook on marketing strategy with examples clearly illustrating concepts, up-to-date case studies that bring the subject alive, and excellent support material for marketing instructors and lecturers. * Maria Karampela, University of Strathclyde, UK *\u003cbr\u003eMarketing Strategy stands out from other textbooks; it takes an innovative yet intuitive approach of using four First Principles to anchor the concepts of marketing strategy. It provides students with an indispensable grounding in data analysis, applied in state-of-the-art cases using unique datasets and code in industry-standard software. This seamless combination of theory and practice makes the book accessible at all levels, yet bound to stay with students beyond any individual course. * Michiel Van Crombrugge, Erasmus  School of Economics, Netherlands *\u003cbr\u003eIf 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. * Gary Lilien, Penn State, USA *\u003cbr\u003eMost 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 research-based guidance while executing marketing  strategy. Most marketing strategy textbooks and business cases are not sufficiently quantitative  to equip managers in today’s competitive analytics age. In that sense, this book plugs a major  gap, by describing analytical tools for marketing strategy, and providing data-enabled cases to let  students practice the tools before they implement them in the real world. * Rajdeep Grewal, University of North Carolina, USA *\u003cbr\u003eA must-have for any marketing strategy and planning course. This book guides students through  key concepts using innovative content and relevant examples. The case studies are up-to-date,  cross a number of sectors and will resonate with learners. Marketing Strategy is interesting, wellwritten and allows readers to dip in and out of relevant chapters in line with the topics they are  studying. * Gaynor Cross, Leeds Trinity University, UK *\u003cbr\u003eThis book connects academia and industry in a natural way and prepares the reader for datadriven decision making in an era of technology disruption. Reader-friendly design, step-by-step  guides for data-analytic techniques, in-depth case studies from different parts of the world, and  clear use of the latest relevant research make Marketing Strategy useful for both students and  practitioners. * Rana Mostaghel, Mälardalen University, Sweden *\u003cbr\u003eThis textbook is refreshing and innovative. It is easy to follow and highly customer-centric.  I really enjoy sharing it with my students and colleagues. The authors have cleverly utilized the  First Principles framework to organize the chapter structure. This unique structure enables us  to understand marketing strategy in a new way. Our students acquire new insights on customer  heterogeneity and dynamics, competitive forces, and resource constraints from this innovative  book. * Henry F. L. Chung, Massey University, New Zealand *\u003cbr\u003eAn insightful and interactive text that expertly illuminates the principles of marketing strategy.  The wide range of global examples is relevant to the text and the worldwide environment and  helps to support student learning. This text is a comprehensive guide and resource for anyone  interested in learning more about the marketing discipline. * Kathy-Ann Fletcher, Abertay University, UK *\u003cbr\u003eI highly recommend Marketing Strategy by Palmatier and Sridhar as the default book for a  marketing strategy course. By shifting the focus from the traditional 4Ps to decision-making  principles, the authors have created a new paradigm for teaching marketing strategy. It is wellwritten, easy to read and has great cases and examples. The book can also be used in a customer  management course and for select executive programs. * Girish Mallapragada, Indiana University, USA *\u003cbr\u003eI consider this book a breakthrough in marketing strategy teaching material. The book is  comprehensive, compelling and coherent in its data-driven approach to Marketing Strategy. The  chapters, case studies and datasets help to create an intellectually challenging yet interactive  learning environment. * Sourindra Banerjee, Leeds University Business School, UK *\u003cbr\u003eI highly recommend this textbook, which incorporates the latest marketing research as well as  state-of-the-art analytics techniques. Palmatier and Sridhar are well-known scholars in the field of  marketing, and they also have extensive experience applying their knowledge through consulting  projects with major corporations in different industries. Students will benefit tremendously from  this textbook which will help them to develop, implement and evaluate real-world marketing  strategies. * Daniel Laufer, Victoria University of Wellington, New Zealand *\u003cbr\u003eIf you want to know about the recent developments in marketing strategy, Palmatier and Sridhar’s  book is a clear reference. I love the presence of key conceptual figures to guide the reader; the  “All Customers Differ, All Customers Change, All Competitors React, All Resources are Limited”  framework is great. * Giampaolo Viglia, University of Portsmouth, UK *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1 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.","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48738628141399,"sku":"9781352011463","price":49.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781352011463.jpg?v=1720049704","url":"https:\/\/bookcurl.com\/products\/marketing-strategy-9781352011463","provider":"Book Curl","version":"1.0","type":"link"}