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

by Best, Roger J.

• ISBN13: 9780130145468
• ISBN10: 0130145467
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-01-01
• 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 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