Palmatier, Robert W. <br/><br/>
Marketing Strategy :  based on first principles and data analytics / 
Robert W. Palmatier and Shrihari Sridhar 
 - London :  Palgrave,  2017 
 - xxix, 288p. : illustrations ;  25cm. 
<br/><br/> This book 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. It 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. 
<br/><br/><label>ISBN: </label>9781137526236 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Strategic planning<br/>Marketing--Data processing
<br/><br/><label>Dewey Class. No.: </label>658.87  / PAL