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First Principles of Marketing Strategy

Marketing strategy is the pursuit of solutions to four fundamental marketing problems:

  • all customers differ
  • all customers change
  • all competitors react
  • all resources are limited

Structured around these four First Principles of Marketing Strategy, 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.

Supporting Materials

Instructor's Manual & Syllabi
Class Slides
Cases & Data Sets
Test Bank