9780132336536

Market-Based Management

by
  • ISBN13:

    9780132336536

  • ISBN10:

    0132336537

  • Edition: 5th
  • Format: Paperback
  • Copyright: 3/24/2008
  • Publisher: Prentice Hall
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List Price: $174.60

Summary

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. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growthgiving readers the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability. A special effort was made to include more coverage of customer loyalty marketing, performance metrics, customer relationship marketing, and brand and product line strategies. For anyone interested in strategic marketing.

Table of Contents

Customer Focus and Managing Customer Loyalty
Marketing Performance and Marketing Profitability
Market Potential, Market Demand, and Market Share
The Customer Experience and Value Creation
Market Segmentation and Segmentation Strategies
Competitor Analysis and Sources of Advantage
Product Positioning, Branding, and Product Line Strategies
nbsp;Value-Based Pricing and Pricing Strategies
Marketing Channels and Channel Mapping
Marketing Communications and Customer Response
Portfolio Analysis and Strategic Market Planning
Offensive Strategies
Defensive Strategies
Building a Marketing Plan
Performance Metrics and Strategy Implementation
Market-Based Management and Financial Performance
Table of Contents provided by Publisher. All Rights Reserved.

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