Marketing Strategy: Based on First Principles and Data Analytics

Had to order for school. Package came in great.

I have used this book (1st edition) to teach marketing strategy and planning to undergraduate students for two years now, and my students have responded very positively to the content. Organizing marketing strategy around four principles (and the hierarchical/iterative process between these four steps) makes sense and allow for students to gain an understanding that they can apply to a variety of contexts in the real world. After reading and going through the new (2nd) edition, I am very pleased with the updates (e.g., new examples, more visually appealing layout with more colorful pages and key highlights) and plan to adopt this new edition for the fall semester.

This is by far the worst online textbook I've ever purchased. I would have returned it if I had any other options. It is impossible to read due to the formatting. The authors must not have any pride in their work to allow this product to be available in this condition. It is totally embarrassing. This issue is the same for iPad Air or laptop. How did this get approved by anyone? Why is Amazon allowing this product to remain available for sale in this condition? Why is the text ok in the sample version? Why has no one done anything about this with all the other negative comments pointing this out? A complete failure for everyone involved. A big waste of money. Shame!

I have been using the first edition to teach marketing strategy and marketing analytics courses. I really appreciate the logical foundation and case examples that underly all the analytics. Data is infused in every decision, but without understanding the fundamentals, the analyst can get carried away by the numbers and fail to consider assumptions and broader strategic implications. This updated edition has the same foundation of logical first principles that underly every marketing issue, and it is even better in terms of more interesting case examples and data sets. The accompanying website is also very helpful. I noticed one reviewer didn't like how narrow the margins are on each page. I attached a picture so you can see for yourself. It did not bother me.

Is there will be etextbook version for that book?

Yes the kindle version is a little wonky. I am using my iPad instead of kindle and it allows me to make the tables larger and they are clear, not blurry when you zoom in. There are some very skinny columns that are frustrating to read when I try to look at on my laptop. Don't be too hesitant from the other reviews on ordering the kindle version. Slightly frustrating at times, but completely doable and worth the money saving/ not having to carry a textbook to class. Hope that helps.

I read the other reviews and said... Ill give it a try. I downloaded the sample and it was fine. The actual kindle book is almost unreadable. Each page is in an unformatted skinny column. There was no need for this. So now, if there should be a page reference, Im pretty sure the numbers will be off as it a 20-page chapter will likely be double. Honestly, im ok with that, I just hate trying to read it i the terrible skinny page format.

Disclaimer: I just received my copy on 4/1/22 and have not yet read the book. This review is about the print production quality. The print production is horrible. The margins are all off and the page numbers are about a millimeter from the edge. You can tell the printing of this book was rushed to meet a deadline. I hope further copies are fixed quickly for the price paid. I will update this review further once I've completed the book.

A rigorous treatment of Marketing Strategy that departs from traditional marketing mix template that other texts seem to comply with. The reader and students are able to see the connection between marketing strategy and the grounded research methodologies in marketing analytics. A must read for all senior marketing majors and practitioners alike.

the book looks great, but i have a kindle fire - and its simply unreadable, title pages go across two our more pages some tables are too small to read, some go off the page. Wish it was readable, it looks great

I just want to say I read in the past this book had poor print, I can confirm this is printed very well. I almost didn't buy because of that comment. This is great reading and explanation of the first principles and data merged. With the astronomical numbers of internet marketing this is a must