1 Marketing Strategy: A First Principles Approach.- Part 1 All Customers Differ.- 2 Marketing Principle 1: All Customers Differ Managing Customer Heterogeneity.- Part 2 All Customers Change.- 3 Marketing Principle 2: All Customers Change Managing Customer Dynamics.- Part 3 All Competitors React.- 4 Marketing Principle 3: All Competitors React Managing Sustainable Competitive Advantage.- 5 Marketing Principle 3: Managing Brand-based Sustainable Competitive Advantage.- 6 Marketing Principle 3: Managing Offering-based Sustainable Competitive Advantages.- 7 Marketing Principle 3: Managing Relationship-based Sustainable Competitive Advantage.- Part 4 All Resources are Limited.- 8 Marketing Principle 4: All Resources Are Limited Managing Resource Trade-offs.- 9 Marketing Strategy: Implementing Marketing Principles and Data Analytics. sakriti opis