Marketing Strategy Based on First Principles and Data Analytics 2nd Edition by Robert Palmatier, Shrihari Sridhar ISBN 1352011468 978-1352011463

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ISBN 10:  1352011468
ISBN 13: 978-1352011463
Author: Robert Palmatier, Shrihari Sridhar

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students’ decision-making processes and equip them for a world driven by big data. The second edition builds on the first’s successful core foundation, with additional pedagogy and key updates.

Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies.

New to this Edition:
– Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies
– Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion
– Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments
– Vibrant visual presentation with a new full colour design

Marketing Strategy Based on First Principles and Data Analytics 2nd Table of contents:

Introduction

• Understanding the Role of Data Analytics in Modern Marketing
• The Concept of First Principles Thinking in Marketing
• Why Data-Driven Marketing Matters Today
• Structure and Overview of the Book

Chapter 1: The Foundations of Marketing Strategy

• What is Marketing Strategy?
• Key Elements of Marketing Strategy
• Aligning Marketing Goals with Business Objectives
• Integrating Data Analytics into Strategy Development

Chapter 2: First Principles Thinking in Marketing

• Introduction to First Principles Thinking
• Breaking Down Complex Marketing Problems
• Applying First Principles to Marketing Decisions
• Case Studies: Using First Principles to Solve Marketing Challenges

Chapter 3: Understanding Data in Marketing

• Types of Data Used in Marketing
• The Role of Big Data in Marketing
• Collecting and Cleaning Marketing Data
• The Importance of Data Accuracy and Integrity

Chapter 4: Consumer Behavior and Data Analysis

• The Science of Consumer Behavior
• Data Analytics in Understanding Customer Preferences
• Behavioral Data and Predictive Analytics
• Using Customer Segmentation to Drive Targeted Strategies

Chapter 5: Data Analytics Tools for Marketers

• Overview of Essential Marketing Analytics Tools
• Web Analytics and Google Analytics
• Social Media and Sentiment Analysis Tools
• CRM and Customer Analytics Platforms
• Choosing the Right Tool for Your Marketing Needs

Chapter 6: Marketing Mix Modeling and Data Analytics

• Introduction to the Marketing Mix (4Ps)
• Applying Data Analytics to the Marketing Mix
• Analyzing the Impact of Pricing, Promotion, Product, and Place
• Case Study: Marketing Mix Optimization Using Data Analytics

Chapter 7: Using Data to Optimize Marketing Channels

• Identifying Key Marketing Channels for Your Business
• Multichannel vs. Omnichannel Marketing Strategies
• Data-Driven Decisions for Channel Allocation
• Measuring and Optimizing Channel Performance

Chapter 8: Data-Driven Pricing Strategies

• The Role of Data Analytics in Pricing Decisions
• Dynamic Pricing Models
• Competitive Pricing and Price Elasticity Analysis
• Case Study: Using Data Analytics to Improve Pricing Strategies

Chapter 9: Personalization and Targeted Marketing

• The Importance of Personalization in Modern Marketing
• Data-Driven Personalization Strategies
• Behavioral Targeting and Retargeting
• Leveraging Data for Customized Offers and Communications

Chapter 10: Marketing Attribution and ROI Measurement

• Introduction to Marketing Attribution Models
• Using Data Analytics to Measure Marketing ROI
• Common Attribution Models and Their Benefits
• Tools for Attribution and ROI Tracking
• Real-Life Applications and Case Studies

Chapter 11: Predictive Analytics in Marketing

• What is Predictive Analytics?
• Forecasting Future Marketing Outcomes with Data
• Building Predictive Models for Customer Lifetime Value
• Using Predictive Analytics for Lead Scoring and Conversion

Chapter 12: The Role of Artificial Intelligence in Marketing Strategy

• Introduction to AI in Marketing
• AI-Powered Tools for Data Analysis and Decision-Making
• Chatbots, Personalization, and AI-Based Recommendations
• Ethical Considerations and Challenges in AI Marketing

Chapter 13: Data-Driven Social Media and Content Strategy

• The Role of Data in Social Media Marketing
• Analyzing Social Media Performance and Engagement
• Content Strategy Optimization Using Data Insights
• Tools and Techniques for Social Media Analytics

Chapter 14: Building a Data-Driven Marketing Organization

• Creating a Data-Centric Marketing Culture
• Integrating Data Science and Marketing Teams
• Overcoming Barriers to Data Adoption
• Building a Data Strategy for Continuous Improvement

Chapter 15: The Future of Data-Driven Marketing

• Emerging Trends in Data Analytics for Marketing
• The Role of Blockchain, IoT, and 5G in Marketing
• How Marketing Analytics Will Evolve
• Preparing Your Marketing Strategy for the Future

Conclusion

• Key Takeaways for Building a Data-Driven Marketing Strategy
• Actionable Insights for Integrating Analytics into Your Marketing Practice
• Next Steps: Continuously Evolving Your Marketing Strategy with Data

Appendices

• A. Glossary of Key Terms in Marketing Analytics
• B. Resources and Tools for Data-Driven Marketing
• C. Case Studies and Real-World Examples
• D. Recommended Reading and Further Study

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