9780130145468

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

  • ISBN 13:

    9780130145468

  • ISBN 10:

    0130145467

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 01/01/2000
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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 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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