Market-based management : strategies for growing customer value and profitability
著者
書誌事項
Market-based management : strategies for growing customer value and profitability
Prentice Hall/Pearson Education International, c2004
3rd ed., international ed
大学図書館所蔵 件 / 全7件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes index
内容説明・目次
内容説明
For marketing management and marketing strategy courses (MBA and advanced undergraduate).Market-Based Management is unique in that every chapter is performance-based. While other texts emphasize concepts and theory, Roger Best presents a more strategic and applied approach. Students learn not only how to define marketing concepts but also how to apply them. Value-based marketing and profitability are also emphasized throughout. Paperback and a manageable 400 pages means this text is ideal for instructors who supplement it with cases and/or simulations.
目次
I. MARKET-BASED MANAGEMENT. 1. Market Orientation and Performance. 2. Marketing Metrics and Marketing Profitability. II. MARKET ANALYSIS. 3. Market Demand and Market Share. 4. Customer Analysis and Value Creation. 5. Market Segmentation and Segmentation Strategies. 6. Competitor Analysis and Competitive Advantage. III. MARKETING MIX STRATEGIES. 7. Product Positioning and Brand Management. 8. Pricing and Pricing Strategies. 9. Marketing Channels and E-Marketing Systems. 10. Marketing Communications and Sales Response. IV. STRATEGIC MARKETING. 11. Strategic Market Planning. 12. Offensive Marketing Strategies. 13. Defensive Marketing Strategies. V. MARKETING PLANS and PROFITABLE GROWTH. 14. Building a Marketing Plan. 15. Implementing a Marketing Plan. 16. Profit Impact of Marketing Strategies.
「Nielsen BookData」 より