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ISBN: 9781292033716
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Market-Based Management: Pearson New International Edition, 6e (e-Book VS 12m)


By Roger Best

Descripción:

For courses in marketing management or marketing strategy.

 

A focus on how marketing performance, profitability, and strategies affect profit.

 

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.



Contenido:

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 
Part IV: Strategic Marketing 
Chapter 10: Portfolio Analysis and Strategic Market Planning 
Chapter 11: Strategic Defensive Strategies 
Chapter 12: Strategic Offensive Strategies

Part V: Marketing Plans and Performance 
Chapter 13: Building a Marketing Plan 
Chapter 14: Marketing Metrics, Performance, and Strategy Implementation 
Chapter 15: Market-Based Management and Financial Performance