Marketing Strategy: Based on First Principles and Data Analytics by Robert W. Palmatier and Shrihari Sridhar is an English-language study book focused on marketing. This book combines a fundamental approach based on first principles with modern data analytics for effective strategy development.
The book covers four core principles that are essential for today’s marketing: all customers are different, customers change, competitors respond, and available resources are limited. These insights form the basis for a flexible and dynamic marketing policy. By integrating data and analytical techniques, it supports decision-making in a market driven by big data. The second edition includes updates and additional teaching materials to increase practical applicability.
Marketing Strategy aligns with fields such as sales and marketing, and business & economics with a focus on marketing in general. It is suitable for advanced students in applied sciences (HBO) and research universities (WO), MBA and EMBA students, as well as professionals who pursue a systematic approach to marketing strategy.