Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW’s Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy.Hari Sridhar is Professor of Marketing, holder of the Joe Foster ’56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Texas A&M University. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M’s Presidential Impact Fellow.

The text masterfully introduces the First Principles of marketing strategy and integrates them perfectly with a mixture of data analytics cases and the Markstrat simulation. Students appreciate the variety of methods used to help them engage with the concepts and then apply analytics techniques to inform managerial decisions. It is really rewarding to see students’ initial data apprehension convert into pride.

• 1 Marketing Strategy: A First Principles ApproachPart 1 All Customers Differ2 Marketing Principle #1: All Customers Differ ? Managing Customer HeterogeneityPart 2 All Customers Change3 Marketing Principle #2: All Customers Change ? Managing Customer DynamicsPart 3 All Competitors React4 Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive AdvantagePart 4 All Resources are Limited8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington. He is also the founder and research director of UW’s Center of Sales and Marketing Strategy and the Sales and Marketing Strategy Institute, and is Co-editor at the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has been recognized with the Mahajan Award for Lifetime Contributions to Marketing Strategy and has over 100 peer-reviewed publications in marketing strategy.Hari Sridhar is Professor of Marketing, holder of the Joe Foster ’56 Chair in Business Leadership, and Research Director of the Sales Leadership Institute at Texas A&M University. He serves as Associate Editor for the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. He has been recognized as the winner of the Varadarajan Award for Early Career Contributions to Marketing Strategy Research and as Texas A & M’s Presidential Impact Fellow.

The text masterfully introduces the First Principles of marketing strategy and integrates them perfectly with a mixture of data analytics cases and the Markstrat simulation. Students appreciate the variety of methods used to help them engage with the concepts and then apply analytics techniques to inform managerial decisions. It is really rewarding to see students’ initial data apprehension convert into pride.

• 1 Marketing Strategy: A First Principles ApproachPart 1 All Customers Differ2 Marketing Principle #1: All Customers Differ ? Managing Customer HeterogeneityPart 2 All Customers Change3 Marketing Principle #2: All Customers Change ? Managing Customer DynamicsPart 3 All Competitors React4 Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive AdvantagePart 4 All Resources are Limited8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.