This is a brand new textbook on marketing strategy that focuses on the pursuit of solutions to four fundamental marketing problems:

1. All customers differ 2. All customers change 3. All competitors react 4. All resources are limited
Structured around these four First Principles of Marketing, this important new textbook offers a unique and extensively classroom-tested approach to marketing strategy. It provides a structured framework to develop effective strategies to deal with diverse marketing problems while integrating data analytics into the decision-making process.

Authored by world-leading experts in marketing strategy, Marketing Strategy: First Principles and Data Analytics is the ideal companion for undergraduate, MBA and Executive MBA students of marketing, and practicing executives looking to bring a more systematic approach to their firms' marketing strategy efforts.

这是一本全新的营销策略教科书，着重于寻找四个基本营销问题的解决方案：
1.所有客户都不一样2.所有客户都变了3.所有竞争对手都会做出反应4.所有资源都是有限的
围绕这四个营销的首要原则，这本重要的新教科书提供了一个独特的和广泛的课堂测试的营销策略的方法。它提供了一个结构化的框架来制定有效的策略来处理各种营销问题，同时将数据分析集成到决策过程中。
由全球领先的营销战略专家撰写的《营销战略：第一原理和数据分析》是营销专业本科生、MBA和行政MBA学生以及希望为公司营销战略工作带来更系统方法的实习高管的理想伴侣。