marketing strategy - based on first principles and data analytics (2017)

1、Ifoundthisbookrefreshingtoreadinthatitoffersasimplecustomercentricapproachtomarketingstrategy.WhatIlikeaboutthebookisthatitisganizedaroundasetoffourprinciples.Eachprinciplelendsitselftoarichinternaldiscussionaboutthecont

2、extwithinwhichanganizationoperatestherefeanappropriatecustomercentricapproachfromtheganization.—JennyDarrochProfessofMarketingPeterF.DruckerMasatoshiItoGraduateSchoolofManagementClaremontGraduateUniversityUSAMarketingisa

3、dynamicfieldthatrequiresanexcellentinsightintocustomersmarketsasolidunderstingofdataanalyticsagoodoverviewofstrategictacticalprinciples.PalmatierSridharprovidealloftheseganizethisknowledgearoundclearframewksprinciplestha

4、tarebasedonthelatestmarketingscience.—PeeterW.J.VerleghPhDProfessofMarketingHeadofDepartmentVrijeUniversiteitAmsterdamtheherlsTheFirstPrinciplesofmarketingstrategyframewkprovidesanganizingstructurethatmystudentsfindintui

5、tive.Itallowsmetostructuremyclassesinawaythattheconceptstoolstechniquesbuildoneachother.IreallylikethewayitseamlesslyintegrateswiththeMarkstratsimulationsoftwaretoallowstudentstoreallyseecustomerheterogeneitydynamicscomp

6、etitivefcesresourceconstraintsatwkastheymakerealtimedecisions.Thestudentsleavetheclasswithmetakeawaysthantheywouldwithacaseapproach.—IrinaV.KozlenkovaPhDAssistantProfessofMarketingMichiganStateUniversityUSATheFirstPrinci

7、plesofMarketingStrategyprovidesaholisticstructuredframewktodevelopeffectivestrategiesfdiversemarketingproblems.Whatsetsthebookapartisitsanalyticalapproachcaseswithdatafromvariousbusinesscontexts.AtwkIoftenfindmyselfdeali

8、ngwithbigdataitistheanalyticaltoolslearntfromthebookthathelpsmesucceedmakeadifferenceinmyjob.—ThoTranMBACurrentAffiliation:NALCOWater:AnECOLABCompanyUSAPastAffiliation:HeadofBusinessDevelopmentVietnamRepresentativeOffice

9、ofCHODAICo.Ltd.VietnamFinallyagroundbreakingdefinitivebookonmarketingstrategy.Thishighlyinnovativepracticalwkfromtwoleadingscholarsincpatesapowerful“FirstPrinciples”logicavoidingtheoutdated“FourPs’approachtomarketingstra

10、tegy.Theauthslucidlyfocusonthekeymarketingstrategyissuesthateveryenterpriseaddressmustaddress:howcustomersdifferhowtodealwithchangingcustomerdynamicshowtocreatemaintainsustainablecompetitiveadvantagehowtomanageresourcetr

11、adeoffs.Theauthsprovidehighlypracticalframewksfaddressingeachoftheseissuesdistildecadesofresearchintoactionablepropositions.Thisimptantbookisamustreadfstudentsofmarketingreflectivemanagers.—AdrianPayneProfessofMarketingU

12、niversityofNewSouthWalesUSAThisbooktakesafreshlookatmarketingstrategyplacesawelldeservedemphasisoncustomercentricapproachindecidinganganisation’smarketingstrategy.Itcontainsrelevantcontemparyexamplescases.Thebookshouldse

13、rvestudentspractitionersequallywell.—Dr.EbiMariSeniLecturerinMarketingManchesterBusinessSchoolUKIhaveusedaFirstPrinciples–basedapproachinmycapstonemarketingstrategyclassoverthepastthreeyears.Itprovidesafoundationfteachin

14、gdataanalysistechniquesithelpsmystudentsreallyunderstwhyeachtypeofanalysisisvaluable.StudentscometorecognizethattheyshouldnotbegintoaddressanymarketingrelatedissuewithoutconsideringhowalloftheFirstPrinciplescometobearoni

15、t.ThereisalotofwisdominstartingwithFirstPrinciplesthatmakesthisagreatbook.—ConM.HendersonPhDAssistantProfessofMarketingUniversityofegonUSAFirstPrincipleshasbeenapowerfulresourcefmyundergraduateMarketingStrategycourse.The