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
Marketing Strategy Chapter 1
Marketing Strategy Chapter 2
Marketing Strategy Chapter 3
Marketing Strategy Chapter 4
Marketing Strategy Chapter 5
Marketing Strategy Chapter 6
Marketing Strategy Chapter 7
Marketing Strategy Chapter 8
Marketing Strategy Chapter 9
DentMax Case Dataset (case included in book)
TKL Case Dataset (case included in book)
EINC Case Dataset (case included in book)
BRT Case Dataset (case included in book)
Smartwatch Case Dataset
Smartwatch Case
AirBnB Case Dataset – Traveler
AirBnB Case Dataset – Host
AirBnB Case
MobilMax Inc Case (data included in course)