This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:
- All customers differ
- All customers change
- All competitors react
- 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.

About the Author

Robert Palmatier holds the John C. Narver Chair in Business Administration at the University of Washington, USA, where he teaches marketing strategy in the doctoral, EMBA and MBA programmes. In addition to serving as an Area Editor for Journal of Marketing, Professor Palmatier sits on the editorial review boards for Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Business-to-Business Marketing. His publications have received multiple awards, including the Harold H. Maynard Award, the Lou W. Stern Award, and the American Marketing Association Best Services Article award. Shrihari (Hari) Sridhar is currently Associate Professor of Marketing, and Center for Executive Development Professor, at the Mays Business School at Texas A&M University. Hari’s research has been published in top-tier scientific journals and practitioner publications (e.g., Marketing Science, Journal of Marketing, Journal of Marketing Research, Quantitative Marketing and Economics, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and Harvard Business Review). His work as has also received media recognition from National Public Radio (NPR), Reuters Inc., FOX News, and Booz & Co. Hari serves as an area editor for Journal of the Academy of Marketing Science and serves on the editorial review boards for Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and Customer Needs and Solutions. For his research contributions, Hari has received a Marketing Science Institute Young Scholar award and the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

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