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Market-Based Management : Strategies for Growing Customer Value and Profitability
ISBN: 9780130145468 | 0130145467
Edition: 2ndFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2000
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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 management-with 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 growth-giving readers the tools and techniques f... MORE
| Preface | xvii | ||||
| Part I Market-Based Management | 3 | (50) | |||
| 5 | (22) | |||
| 27 | (26) | |||
| Part II Market Analysis | 53 | (98) | |||
| 55 | (24) | |||
| 79 | (26) | |||
| 105 | (21) | |||
| 126 | (25) | |||
| Part III Tactical Marketing Strategies | 151 | (88) | |||
| 153 | (22) | |||
| 175 | (21) | |||
| 196 | (19) | |||
| 215 | (24) | |||
| Part IV Strategic Market Planning | 239 | (56) | |||
| 241 | (20) | |||
| 261 | (15) | |||
| 276 | (19) | |||
| Part V Market Planning, Implementation, and Performance | 295 | (70) | |||
| 297 | (28) | |||
| 325 | (19) | |||
| 344 | (21) | |||
| Glossary | 365 | (10) | |||
| Index | 375 |
