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 firsts successful core foundation, with additional pedagogy and key updates.
Research-based, action-oriented, and authored by world-leading 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.
1 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.
