Detailansicht
Marketing Strategy
Based on First Principles and Data Analytics
ISBN/EAN: 9781352011463
Umbreit-Nr.: 9743827
Sprache:
Englisch
Umfang: XXXII, 350 S., 149 farbige Illustr., 149 farbige T
Format in cm:
Einband:
kartoniertes Buch
Erschienen am 05.02.2021
Auflage: 2/2021
- Zusatztext
- 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. Researchbased, actionoriented, and authored by worldleading 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.
- Kurztext
- Ground-breaking Four Principles framework provides highly modern insights into marketing practice supported by an action-oriented approach rooted in real-world industry experience and research Integrates state-of-the-art data analytics techniques into all aspects of the strategic planning process to encourage more effective data-based decisions Flexible integration opportunities with data analysis and marketing simulation software to enable hands-on, experiential learning Succinct, streamlined and versatile, allowing teaching delivery to be scaled up or down Rich ancillary resource offering to save instructors time, including high quality videos, lecture slides, instructor's manual, sample syllabi, data sets and a test bank new_to_this_edition Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments Vibrant visual presentation with a new full colour design
- Autorenportrait
- Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW's Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy. Hari 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. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M's Presidential Impact Fellow.