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 Competiotors React Managing Customer Dynamics 5 Marketing principle #3: Managing Brand-Based Sustainable Competitive Advantage 6 Marketing Principle #3: Managing Offering-Based Sustainable Competitive Advantage 7 Marketing Principle #3: Mnaging 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