Marketing strategy : based on first principles and data analytics / Robert W. Palmatier, Shrihari Sridhar [Texto impreso]
Language: English Publisher: London : Palgrave, 2021Edition: 2nd edDescription: XXIX, 373 p. : gráf., il. col. : 25 cmISBN: 9781352011463Subject(s): MarketingItem type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
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Libro | Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 PAL mar | Available | 3997 |
Incluye referencias bibliográficas.
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 ;
9. Marketing strategy: Implementing marketing principles and data analytics.