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Market-Based Management : Strategies for Growing Customer Value and Profitability,9780130145468
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Market-Based Management : Strategies for Growing Customer Value and Profitability

by
Edition:
2nd
ISBN13:

9780130145468

ISBN10:
0130145467
Format:
Paperback
Pub. Date:
1/1/2000
Publisher(s):
Prentice Hall
List Price: $86.67
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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 management-with 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 growth-giving 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

Preface xvii
Part I Market-Based Management 3(50)
Chapter 1 Market Orientation, Customer Satisfaction, and Profitability
5(22)
Chapter 2 Market-Based Performance
27(26)
Part II Market Analysis 53(98)
Chapter 3 Market Definition, Potential, and Demand
55(24)
Chapter 4 Customer Analysis and Value Creation
79(26)
Chapter 5 Market Segmentation and Segmentation Strategies
105(21)
Chapter 6 Competitor Analysis and Competitive Position
126(25)
Part III Tactical Marketing Strategies 151(88)
Chapter 7 Product Positioning and Product Strategies
153(22)
Chapter 8 Market-Based Pricing and Pricing Strategies
175(21)
Chapter 9 Marketing Channels and Sales Systems
196(19)
Chapter 10 Marketing Communications and Customer Response
215(24)
Part IV Strategic Market Planning 239(56)
Chapter 11 Portfolio Analysis and Strategic Market Plans
241(20)
Chapter 12 Offensive Strategic Market Plans
261(15)
Chapter 13 Defensive Strategic Market Plans
276(19)
Part V Market Planning, Implementation, and Performance 295(70)
Chapter 14 Building a Marketing Plan
297(28)
Chapter 15 Strategy Implementation and Performance Metrics
325(19)
Chapter 16 Profit Impact of Market-Based Management
344(21)
Glossary 365(10)
Index 375


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