What is included with this book?
Preface.
About the Editors.
List of Contributors.
A framework for creating value propositions.
Brand growth strategy.
Brand strategy.
Brand value.
Bundling.
Cannibalism.
Communications budgeting.
Competitive advantage: its sources and the search for value.
Competitive analysis.
Competitor analysis.
Customer analysis.
Customer equity.
Customer lifetime value (CLV).
Customer relationship management.
Customer satisfaction/dissatisfaction.
Customer solutions.
Database mining and marketing.
Demand elasticity.
Direct and interactive marketing.
Disintermediation.
E-commerce and internet marketing.
Ethical marketing and marketing strategy.
First-mover (pioneer) advantage.
Global marketing strategy.
Go-to-market strategy.
Innovation diffusion.
Integrated marketing communication strategy.
Internal marketing.
Later mover (nonpioneer) advantage.
Market definition.
Market evolution.
Market orientation.
Market segmentation and targeting.
Market share.
Market/industry structure.
Market-based assets.
Marketing audit.
Marketing channel strategy.
Marketing costs.
Marketing metrics.
Marketing mix.
Marketing planning.
Marketing strategy.
Marketing strategy models.
Marketing warfare strategies.
Mass customization strategies.
Multichannel marketing.
Perception of brand equity.
Point of difference and product differentiation.
Positioning analysis and strategies.
Pricing strategy.
Product category.
Push and pull marketing strategies.
Sales force strategy.
Services marketing strategy.
Stages of the product life cycle.
Supply chain management strategy.
SWOT analysis.
Thinking deeper about customer experience.
Trademarks, proprietary marks, and brands.
Subject Index.
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.