Marketing Strategy: Based on First Principles and Data Analytics

This is by far the best marketing strategy textbook I have seen! To me as a marketing academic at a German university, this book offers the perfect package to equip my undergraduate and graduate students with conceptual, analytical, as well as application competencies in marketing strategy: (1) a very compelling theoretical framework (“First Principles Approach”) enriched by state-of-the-art research findings and numerous examples from business practice, (2) highly accessible and ready-to-apply data analysis techniques accompanied by cases, and (3) a strong applicability to and fit with the Markstrat simulation software that I had been searching for in vain in other textbooks for many years of teaching Markstrat. This book brings it all together and it does that in an extremely readable, concise, and structured way. Not only for instructors and students, this book is also a highly inspiring read for marketing researchers and managers. Definitely a 5-star recommendation!

Great book! This book is a valuable resource for both academics and practitioners as well as for teaching. I look forward to using this book as a tool for my own research and teaching of a strategy-focused marketing course. It integrates a great deal of research and provides a number of highly relevant (and current) international business examples, allowing for a clear, organized understanding of rather complex material. The hands-on approach to data analytics for marketing strategy problems is also extremely useful and presented in a way that makes it easy to follow, understand, and apply on your own terms, which is hard to find with marketing strategy books.

This is a great textbook for both undergraduate and graduate-level marketing strategy courses. The framework of the book, comprising of four fundamental marketing principles, is very compelling and one that my students find valuable. MarkStrat simulation can be seamlessly integrated with this text. I found that the combination of both is very well received by the students in my classes.

By far the best book I’ve come across when it comes to data analytics and marketing strategy. What sets this book apart from all the other books I’ve tried is that it not only teaches you state of the art methodologies in a way that's easy to understand, but it also does a fantastic job illustrating how these methodologies relate to the real world. The cases and datasets that come with the book make it a great resource for students, academics, and practitioners. This book is a must read for anybody interested in data analytics and I highly recommend it.

This book is just what I have been looking for. I know the title says ‘Marketing Strategy’, but Analytics Driven Cases along with the data sets on the website make this book a valuable tool for students/academics/practitioners interested in marketing analytics and marketing strategy. What I like the most about this book is the way that various analytics software tools, such as Markstrat marketing simulation, Marketing Engineering, SPSS and SAS, are integrated into learning. As someone who has a background in marketing and statistics, I think this is terrific. Really easy to follow with lots of examples, cases, and charts. Superb.

This book is an excellent and practical organization of the major ideas related to marketing strategy that is both rigorous and approachable to students new to the domain. The broad set of examples used to illustrate the principles discussed in the text provide concrete connection to business practice, and the integration with statistical data like SPSS and SAS help students to bridge the divide between concepts and implementation. I highly recommend this for instructors as well as for self motivated students of business looking for a thorough analysis of the subject to apply in their careers.

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Dr. Palmatier and Dr. Sridhar have done a marvelous job integrating first-principles with the latest in research, educational technology, and customer analytics. The cases are relevant, the datasets are extremely useful and the integration with Markstrat simulation elevates this book to a class of its own.This is a "must read" for both academics and those in industry. Not many books are as "hands-on" as this one delivering a number of tools and applications that make learning this material not only relevant but also enjoyable.I highly recommend this book and look forward to use it in my own teaching of marketing strategy.