TY  - BOOK
AU  - Palmatier, Robert W.; Sridhar, Shrihari
TI  - Marketing strategy : based on first principles and data analytics
SN  - 9781352011463
U1  - 658.87 
PY  - 2021///
CY  - London
PB  - Bloomsbury Academic
KW  - Business Marketing
N1  - 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
ER  -