Marketing Strategy Based on First Principles and Data Analytics 1st Edition by Robert Palmatier, Shrihari Sridhar ISBN 1137526236 9781137526236

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Product details:
ISBN 10: 1137526236
ISBN 13: 9781137526236
Author: Robert Palmatier, Shrihari Sridhar

This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing
– All customers differ
– All customers change
– All competitors react
– All resources are limited.

Structured around these four First Principles of Marketing, 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.

Authored by world-leading experts in marketing strategy, Marketing First Principles and Data Analytics is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives looking to bring a more systematic approach to their firms’ marketing strategy efforts.

Marketing Strategy Based on First Principles and Data Analytics 1st Edition Table of contents:

Part I: Introduction to Marketing Strategy

1. Introduction to Marketing Strategy

   • The role of marketing strategy in business
   • Defining and measuring marketing success
   • Integration of data analytics in strategic marketing

2. First Principles of Marketing Strategy

   • Core principles that guide effective marketing strategy
   • Understanding customer needs and market dynamics
   • The foundation of marketing decision-making

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Part II: Data Analytics in Marketing

3. Understanding Data Analytics in Marketing

   • Overview of data analytics in business and marketing
   • Key concepts in marketing analytics: Descriptive, predictive, and prescriptive analytics
   • Data-driven decision making and its impact on marketing strategy

4. Data Collection and Measurement

   • Identifying relevant data sources for marketing analysis
   • Tools and techniques for collecting and managing marketing data
   • Ensuring data quality and accuracy

5. Analyzing Customer Data

   • Techniques for analyzing customer data (e.g., segmentation, clustering)
   • Using customer insights to drive marketing decisions
   • Customer lifetime value (CLV) and predictive modeling

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Part III: Building and Implementing Marketing Strategy

6. Segmentation and Targeting

   • Segmentation strategies: Behavioral, demographic, geographic, and psychographic
   • Using data to define target markets and customer personas
   • Data-driven approaches to market segmentation

7. Positioning and Differentiation

   • Strategic positioning and creating a unique value proposition
   • Competitive analysis and market differentiation
   • How data informs positioning strategies

8. Brand Strategy and Analytics

   • Building strong brands through strategic marketing
   • Brand equity, brand loyalty, and brand positioning
   • Using data analytics to measure brand health and performance

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Part IV: Key Marketing Areas

9. Product Strategy

   • Developing a product strategy based on customer data and market insights
   • Innovation and the role of analytics in product development
   • Product lifecycle management using data

10. Pricing Strategy

    • Approaches to pricing based on customer preferences and willingness to pay
    • Using data analytics to optimize pricing models
    • Competitive pricing and dynamic pricing strategies

11. Distribution and Channel Strategy

    • Understanding distribution channels and their impact on strategy
    • Using data to optimize channel choices and logistics
    • Channel management and performance metrics

12. Promotional Strategy

    • Designing effective promotional strategies
    • The role of digital marketing and analytics in promotion
    • Measuring the effectiveness of promotional campaigns using data

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Part V: Advanced Topics in Marketing Strategy

13. Customer Relationship Management (CRM) and Analytics

    • Building and maintaining customer relationships using data
    • CRM systems and analytics tools
    • Strategies for increasing customer retention and loyalty

14. Marketing Automation and Predictive Analytics

    • Leveraging automation tools for personalized marketing
    • Predictive modeling for anticipating customer behavior
    • The role of machine learning and AI in marketing automation

15. Big Data and Marketing Strategy

    • Understanding the impact of big data on marketing decisions
    • Advanced analytics tools and techniques for big data
    • Ethical issues in using big data for marketing

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Part VI: Case Studies and Applications

16. Case Studies in Marketing Strategy
    • Real-world examples of companies that successfully applied data-driven marketing strategies
    • Analysis of failed marketing strategies and lessons learned
    • Application of first principles and analytics to develop actionable insights

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Conclusion

• Summarizing key takeaways from the book
• The future of marketing strategy and analytics
• Final thoughts on the integration of theory, data, and practice in marketing

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Appendices

• A. Glossary of Key Terms
• B. Additional Resources for Data Analytics Tools and Techniques
• C. References and Further Reading

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Index

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