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Market-Based Management, 6th edition

  • Roger J. Best

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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.

Published by Pearson (July 14th 2021) - Copyright © 2013

ISBN-13: 9780137515479

Subject: Marketing

Category: Marketing Management & Strategy

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