Marketing strategy : based on first principles and data analytics / Robert W. Palmatier, Shrihari Sridhar [Texto impreso]
By: Palmatier, Robert W
Contributor(s): Sridhar, ShrihariLanguage: English Publisher: London : Palgrave, 2017Description: XXIX, 288 p. : gráf. : 25 cmISBN: 978-1-137-52623-6Subject(s): Marketing| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
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Libro
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Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 PAL mar | Available | 2900 |
Incluye referencias bibliográficas.
INTRODUCTORY CHAPTER ; 1. Marketing strategy: a first principles approach ; PART I. ALL CUSTOMERS DIFFRER ; 2. Marketing principle #1: Managing customer heterogenity ; PART II. ALL CUSTOMERS CHANGE ; 3. Marketing principle #2: Managing customers dynamics ; PART 3. ALL COMPETITORS REACT ; 4. Marketing principle #3: 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 IV. ALL RESOURCES ARE LIMITED ; 8. Marketing principle #4: Managing resources trade-off ; CONCLUDING CHAPTER ; 9. Marketing strategy: Implementing marketing principles and data analytics.