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Market Based Management 6th Edition

Год выпуска: 2012
Автор: Roger J Best

Synopses & Reviews

Publisher Comments

Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.

This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.

Synopsis

This unique book is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. It emphasizes market-based managementwith a focus on the linkages between marketing strategy and profitability, and provides a systematic method for learners to evaluate the profit impact of a marketing strategy.

Table of Contents

Part I: Market Orientation and Marketing Performance

Chapter 1: Customer Focus, Customer Performance and Profit Impact

Chapter 2: Marketing Metrics and Marketing Profitability

Part II: Market Analysis

Chapter 3: Market Potential, Market Demand, and Market Share

Chapter 4: The Customer Experience and Value Creation

Chapter 5: Market Segmentation and Segmentation Strategies

Chapter 6: Competitive Position and Sources of Advantage

Part III: Marketing Mix Strategies

Chapter 7: Product Positioning, Branding, and Product Line Strategies

Chapter 8: Value-Based Pricing and Pricing Strategies

Chapter 9: Marketing Channels and Channel Mapping

Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE

Part IV: Strategic Marketing

Chapter 11: Portfolio Analysis and Strategic Market Planning

Chapter 12: Strategic Offensive Strategies

Chapter 13: Strategic Defensive Strategies

Part V: Marketing Plans and Performance

Chapter 14: Building a Marketing Plan

Chapter 15: Marketing Metrics, Performance, and Strategy Implementation

Chapter 16: Market-Based Management and Financial Performance



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