Market-Based Management, 3/E
Roger J. Best, University of
Oregon
Description
For undergraduate and MBA
courses in Marketing Management and Marketing Strategy.
This book appeals to
instructors in two general ways. First, it takes a strategic approach to
value/profitability in marketing management and helps students work through financial
analysis. Second, the book, while covering the basics, is relatively short and so can be
used by instructors who want to spend significant time with case analysis. The Third
Edition includes increased coverage of important topics such as e-Marketing, supply chain
management, customer relationship management, and branding.
Table of Contents
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.
400 pages