New Addition to Forbes 2018 Summer Reading List

Marketing Strategy: Based on First Principles and Data Analytics

Marketing Strategy: Based on First Principles and Data Analytics
, by Robert W. Palmatier, University of Washington professor, and Shrihari Sridhar, Texas A&M associate professor.

What’s the book about? A research-based guidebook that takes a different approach by, 1) organizing the processes and tools around First Principles to give managers a structured framework for developing effective strategies; 2) integrating state-of-the-art data analytic techniques into all aspects of the strategic planning process; and 3) introducing the latest marketing research throughout.

Who might benefit from reading the book? Practicing managers and managers-in-training interested in marketing strategy.