Market-Based Management

by Best, Roger

• ISBN13: 9780132336536
• ISBN10: 0132336537
• Edition: 5th
• Format: Paperback
• Copyright: 2008-03-24
• Publisher: Prentice Hall

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.