TY - BOOK ID - 127311516 TI - Marketing strategy : based on first principles and data analytics AU - Palmatier, Robert W. AU - Sridhar, Shrihari PY - 2021 SN - 1352011468 9781352011463 PB - London Macmillan International Higher Education DB - UniCat KW - Marketing stratégique KW - Analyse des données KW - Marketing KW - Strategisches Management KW - Datenanalyse KW - Management KW - Data processing UR - https://www.unicat.be/uniCat?func=search&query=sysid:127311516 AB - 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 first's successful core foundation, with additional pedagogy and key updates. ER -