| Description |
xxii, 506 pages : illustrations ; 24 cm |
|
regular print |
| Contents |
Ch. 1. Customer focus and managing customer loyalty -- Ch. 2. Marketing performance and marketing profitability -- Ch. 3. Market potential, market demand, and market share -- Ch. 4. Customer analysis and value creation -- Ch. 5. Market segmentation and customer relationship marketing -- Ch. 6. Competitor analysis and sources of advantage -- Ch. 7. Product positioning, branding, and product-line strategies -- Ch. 8. Market-based pricing and pricing strategies -- Ch. 9. Marketing channels and e-marketing -- Ch. 10. Marketing communications and customer response -- Ch. 11. Strategic market planning -- Ch. 12. Offensive strategies -- Ch. 13. Defensive strategies -- Ch. 14. Building a marketing plan -- Ch. 15. Performance metrics and strategy implementation -- Ch. 16. Market-based management and financial performance |
| Summary |
"This groundbreaking book provides the tools and processes needed to actually apply market-driven strategy to today's business world. Roger Best's work has proven to be a refreshing alternative to the many conceptual and theoretical-centered marketing books because it is built around a performance orientation and the belief that real learning occurs only with the application of knowledge."--BOOK JACKET |
| Notes |
Previous ed. 2004 |
|
"International edition" |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Donated by Prof. David Corkindale |
| Subject |
Relationship marketing.
|
|
Marketing.
|
|
Marketing -- Management.
|
| LC no. |
2004040085 |
| ISBN |
0131469568 |
|
0131293729 paperback Intl. edition |
|
