Marketing Strategy : Based on First Principles and Data Analytics (Paperback, 2 ed)

1. Marketing Strategy: A First Principles Approach

PART I. ALL CUSTOMERS DIFFER
2. Marketing Principle #1: All Customers Differ → Managing Customer Heterogeneity

PART II. ALL CUSTOMERS CHANGE
3. Marketing Principle #2: All Customers Change → Managing Customer Dynamics

PART III. ALL COMPETITORS REACT
4. Marketing Principle #3: All Competitors React → Managing Sustainable Competitive Advantage
5. Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage
6. Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage
7. Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage

PART IV. ALL RESOURCES ARE LIMITED
8. Marketing Principle #4: All Resources Are Limited → Managing Resource Trade-offs
9. Marketing Strategy: Implementing Marketing Principles and Data Analytics