ISBN 13 : 978-1352011463

Sommaire :
1 Marketing Strategy: A First Principles Approach.
Part 1 All Customers Differ.
2 Marketing Principle #1: All Customers Differ > Managing Customer Heterogeneity.

Part 2 All Customers Change.
3 Marketing Principle #2: All Customers Change > Managing Customer Dynamics.

Part 3 All Competitors React.
4 Marketing Principle #3: All Competitors React > Managing Sustainable Competitive Advantage.
5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage.
6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage.
7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage.

Part 4 All Resources are Limited.
8 Marketing Principle #4: All Resources Are Limited > Managing Resource Trade-offs.
9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.

Langue : Anglais

Edition : 2nd

Lieu d'édition : LONDRES

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque