Marketing Strategy: Based on First Principles and Data Analytics
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Author(s)
Palmatier, Robert W.
Sridhar, Shrihari
Sridhar, Shrihari
Griffith University Author(s)
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Date
2017
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Abstract
Marketing strategy is the pursuit of solutions to four fundamental marketing problems: 1) all customers differ, 2) all customers change, 3) all competitors react, and 4) all resources are limited.