MARKET-BASED MANAGEMENT BEST R. Księgarnia

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

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.