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

ISBN: 9780131469563 | 0131469568
Edition: 5th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009

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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 managementwith 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 growthgiving 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.

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