Market-Based Management
6th Edition
Published on 20. February 2012
Book
Paperback/Softback
576 pages
978-0-13-038775-2 (ISBN)
Description
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.
This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.
This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.
More details
Other editions
Previous edition
Book
06/2008
5th Edition
Pearson
€76.74
Article exhausted; check for reprint
Content
Brief Contents Part I: Market Orientation and Marketing Performance
Chapter 1: Customer Focus, Customer Performance and Profit Impact
Chapter 2: Marketing Metrics and Marketing Profitability
Part II: Market Analysis
Chapter 3: Market Potential, Market Demand, and Market Share
Chapter 4: The Customer Experience and Value Creation
Chapter 5: Market Segmentation and Segmentation Strategies
Chapter 6: Competitive Position and Sources of Advantage
Part III: Marketing Mix Strategies
Chapter 7: Product Positioning, Branding, and Product Line Strategies
Chapter 8: Value-Based Pricing and Pricing Strategies
Chapter 9: Marketing Channels and Channel Mapping
Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE
Part IV: Strategic Marketing
Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Strategic Offensive Strategies
Chapter 13: Strategic Defensive Strategies
Part V: Marketing Plans and Performance
Chapter 14: Building a Marketing Plan
Chapter 15: Marketing Metrics, Performance, and Strategy Implementation
Chapter 16: Market-Based Management and Financial Performance
Chapter 1: Customer Focus, Customer Performance and Profit Impact
Chapter 2: Marketing Metrics and Marketing Profitability
Part II: Market Analysis
Chapter 3: Market Potential, Market Demand, and Market Share
Chapter 4: The Customer Experience and Value Creation
Chapter 5: Market Segmentation and Segmentation Strategies
Chapter 6: Competitive Position and Sources of Advantage
Part III: Marketing Mix Strategies
Chapter 7: Product Positioning, Branding, and Product Line Strategies
Chapter 8: Value-Based Pricing and Pricing Strategies
Chapter 9: Marketing Channels and Channel Mapping
Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE
Part IV: Strategic Marketing
Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Strategic Offensive Strategies
Chapter 13: Strategic Defensive Strategies
Part V: Marketing Plans and Performance
Chapter 14: Building a Marketing Plan
Chapter 15: Marketing Metrics, Performance, and Strategy Implementation
Chapter 16: Market-Based Management and Financial Performance