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Marketing Strategy: A First Principles Approach
•• The fourth marketing principle holds that all resources are limited, so firms must develop resource trade-off strategies that are relevant for their current target segments (MP#1) and maintain their current AER strategy (MP#2) and stated SCA (MP#3), which together constitute MP#4. •• In the input–output framework for managing resource trade-offs, the inputs include the outputs from the first, second, and third marketing principles; the outputs are the metrics that firms need to manage their resource allocation activities, as well as the specific resource allocation decision that managers make for that period.
COMPANION WEBSITE Please visit the companion websites, www.macmillanihe.com/palmatier-ms-2e and SAMSinstitute.com, to access summary videos from the authors, along with full-length cases with datasets and step-by-step solution guides.
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