Synopses & Reviews
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.
"I think that the unique focus of this text on using analytical tools to help solve marketing problems is a major strength." Florida State University reviewer
"This textbook provides practice in quantitative approaches to marketing problems and focuses on integrating marketing tactics with strategies leading to financial performance." University of S. Florida-St. Petersburg reviewer
"I think the strengths of the book are the quantitative analysis tools/examples and its market/customer orientation." Auburn University Montgomery reviewer
"I continue to like the application problems. I think they are a strong feature of the text." Florida State University reviewer
"When I looked at MBM I was impressed with the analytical content.... A common reaction I get from [my MBA students] is surprise on learning that analyzing data for such topics as customer retention and using analysis to compare strategic options is what MBAs actually do for companies." Florida State University reviewer
"I like the market-oriented approach and the use of NMC throughout the text. It gives my math-scared students a perspective they usually don't see in marketing and makes them realize that they will deal with numbers in marketing. I also find the text quite readable." Central Washington University reviewer
"It filled the gap between basic marketing and a capstone course. It's emphasis on justifying marketing strategies based on market conditions and financial performance seems to be unique in the marketing management and strategy books currently available." University of Southern Florida-St. Petersburg reviewer
"I chose this book because of the customer/market orientation and the quantitative analysis and examples. I wanted to compliment the cases and other project that I use in class." Mount Mercy College reviewer
"I was looking for a text that was not encyclopedic with shallow coverage of a huge amount of material. Rather, I wanted a text that is narrow, deep and focused. It also provides excellent coverage of [marketing accountability and quantitative analysis]. No other text with which I am familiar comes close. Not all texts that ones adopts end up meeting ones expectations. Best's text certainly did for me." University of Connecticut reviewer
"One student in particular, who is an independent entrepreneur with his own computer hardware dealership, has said several times to me that the book "rocks" and that what it covers- particularly in the later chapters on offensive/defensive strategy chapters and marketing plan development- is exactly what he needs in terms of practical advice for his business. This is the kind of student endorsement one hopes to get." Temple University reviewer
"Using this text allows our students to leave the course with analytic tools that they can use." University of Connecticut reviewer
"I especially like the financial analysis components of each chapter. I put a lot of stress on these and feel that this is perhaps the major strength of the text." Ron Goldsmith, Florida State University
""What this textbook teaches about the profit impact of customer satisfaction is invaluable. What it teaches about Net Marketing Contribution is a revelation." Glenn Christensen, Brigham Young University
"Thanks, Roger, for bringing this book out! It's been a refreshing change from all the terminology-heavy, principles-like other texts that claim to be marketing management texts. Our students need concepts, models, and tools like you've offered that they can use in their decision-making processes." Douglas J. Lincoln, Boise State University and editor of the Journal of Marketing Education
"The concepts are interesting, very well explained, and provide useful conceptual and applied tools for the students. It fits very well with my focus on integrating theory with applied, hand-on tools for the students before they enter the market place." Torsten Ringberg, University of Wisconsin - Milwaukee
Table of Contents
PART I MARKET ORIENTATION and MARKETING PERFORMANCE.
Chapter 1 Customer Focus and Managing Customer Loyalty
Chapter 2 Marketing Performance and Marketing Profitability Metrics
PART II MARKET ANALYSIS.
Chapter 3 Market Demand and Market Share
Chapter 4 Customer Analysis and Value Creation
Chapter 5 Market Segmentation and Customer Relationship Marketing
Chapter 6 Competitor Benchmarking and Competitive Advantage
PART III MARKETING MIX STRATEGIES.
Chapter 7 Product Positioning, Branding and Value Proposition Management
Chapter 8 Market-Based Pricing and Margin Management
Chapter 9 Marketing Channels and Supply Chain Value Management
Chapter 10 Marketing Communications and Customer Response
PART IV STRATEGIC MARKETING.
Chapter 11 Portfolio Analysis and Strategic Market Plans
Chapter 12 Offensive Marketing Strategies
Chapter 13 Defensive Marketing Strategies
PART V MARKETING PLANS and PERFORMANCE.
Chapter 14 Building and Implementing a Marketing Plan
Chapter 15 Market Orientation and Marketing Performance Scorecard
Chapter 16 Marketing Performance and Business Profitability