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.
Table of Contents
Chapter 1: Customer Focus and Managing Customer Loyalty
Chapter 2: Marketing Performance and Marketing Profitability
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: Competitor Analysis and Sources of Advantage
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 and Customer Response
Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Offensive Strategies
Chapter 13: Defensive Strategies
Chapter 14: Building a Marketing Plan
Chapter 15: Performance Metrics and Strategy Implementation
Chapter 16: Market-Based Management and Financial Performance