Market-Based Management

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

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Description

Using an applied approach that focuses on marketorientation, marketing strategy, and market-based management, this text details the connections between a market-driven strategy, customer-value, and profitable growth. *Integrated coverage of the Internet *Explores how the Internet can affect marketing demand, customer access, and improve competitive intelligence *Expanded coverage of developing a Marketing Plan in Chapter 14 *More consumer examples integrated throughout the text *End-of-chapter application problems (solutions are in the Instructor's Manual) *Glossary has been added to the end of the text *A focus on the fundamental need for businesses to attract, satisfy and retain customers *Coverage that goes beyond marketing fundamentals - Features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growthshow more

Product details

  • Paperback | 416 pages
  • 175.26 x 233.68 x 17.78mm | 612.35g
  • Pearson Education (US)
  • Pearson
  • United States
  • 2nd edition
  • 0130145467
  • 9780130145468

Table of contents

I. MARKET-BASED MANAGEMENT. 1. Market-Orientation, Customer Satisfaction, and Profitability. 2. Market-Based Performance. II. MARKET ANALYSIS. 3. Market Definition, Potential, and Demand. 4. Customer Analysis and Value Creation. 5. Market Segmentation and Segmentation Strategies. 6. Competitor Analysis and Competitive Position. III. TACTICAL MARKETING STRATEGIES. 7. Product Positioning and Product Strategies. 8. Market-Based Pricing and Pricing Strategies. 9. Marketing Channels and Sales Systems. 10. Marketing Communications and Customer Response. IV. STRATEGIC MARKET PLANNING. 11. Portfolio Analysis and Strategic Market Plans. 12. Offensive Strategic Marketing Plans. 13. Defensive Strategic Marketing Plans. V. MARKET PLANNING, IMPLEMENTATION, AND PERFORMANCE. 14. Building a Marketing Plan. 15. Strategy Implementation and Performance Metrics. 16. Profit Impact of Market-Based Management.show more

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