The “first principles” of marketing strategy

被引:0
作者
Palmatier R.W. [1 ]
Crecelius A.T. [2 ]
机构
[1] University of Washington, 418 Paccar Hall, Seattle, 98195, WA
[2] University of Alabama at Birmingham, CSB 252, 710 13th Street South, Birmingham, 35233, AL
关键词
Customer dynamics; Customer heterogeneity; First principles; Marketing strategy; Resource trade-off; Sustainable competitive advantage;
D O I
10.1007/s13162-019-00134-y
中图分类号
学科分类号
摘要
The marketing domain has grown increasingly rich with data, frameworks, and analyses that enable marketers to craft and execute effective strategies, but they simultaneously represent a potential barrier to strategy formation due to their diversity and complexity. This article proposes a parsimonious organizing framework for marketing strategy decisions and the tools associated with each decision. This framework is grounded in four assumptions or first principles that guide the effectiveness of any marketing strategy: (1) All customers differ, (2) all customers change, (3) all competitors react, and (4) all resources are limited. By reviewing prior marketing research through the lens of these four principles, this article illustrates how marketing theory and practice can apply extant analyses and frameworks to support strategy decisions associated with each principle. The authors also theorize about how the four principles build on one another in a natural sequence to guide the formation and execution of marketing strategies. © 2019, Academy of Marketing Science.
引用
收藏
页码:5 / 26
页数:21
相关论文
共 197 条
  • [41] Dew R., Ansari A., Bayesian nonparametric customer base analysis with model-based visualizations, Marketing Science, 37, 2, pp. 216-235, (2018)
  • [42] Dhar R., Simonson I., The effect of the focus of comparison on consumer preferences, Journal of Marketing Research, 29, 4, pp. 430-440, (1992)
  • [43] Dimofte C.V., Yalch R.F., The mere association effect and brand evaluations, Journal of Consumer Psychology, 21, 1, pp. 24-37, (2011)
  • [44] Doney P.M., Cannon J.P., An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, 61, 2, pp. 35-51, (1997)
  • [45] Dormehl L., How Corning Won Apple Back and Built the Strongest Gorilla Glass Yet, (2014)
  • [46] Dragoon A., Customer Segmentation Done Right, (2005)
  • [47] Dube J., Fang Z., Fong N., Luo X., Competitive price targeting with smartphone coupons, Marketing Science, 36, 6, pp. 944-975, (2017)
  • [48] Dube J., Hitsch G.J., Rossi P.E., Income and wealth effects on private-label demand: Evidence from the Great Recession, Marketing Science, 37, 1, pp. 22-53, (2018)
  • [49] Duhigg C., How companies learn your secrets, The New York Times, (2012)
  • [50] Edell J.A., Burke M.C., The power of feelings in understanding advertising effects, Journal of Consumer Research, 14, 3, pp. 421-433, (1987)