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This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:

1. All customers differ 2. All customers change 3. All competitors react 4. 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.

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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 Advantages.- 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.

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Robert W. Palmatier is Professor of Marketing, and he holds the John C. Narver Chair of Business Administration at the University of Washington´s Foster School of Business. He is also the founder and research director of UW´s Center for Sales and Marketing Strategy, and Editor-in-Chief of The Journal of the Academy of Marketing Science.



Hari Sridhar is the Center for Executive Development Professor of Marketing at Texas A&M University, Associate Research Director, and Director of Customer Analytics at the Institute for Study of Business Markets (ISBM), and a winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

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