MARKET BASE MANAGEMENT BEST R. Księgarnia

Description

For MBA level Marketing Management and/or Marketing Strategy courses, or a capstone undergraduate marketing course.

Strategic, applied, and performance-oriented. While most textbooks in this area stress concepts and theory, Market-Based Management, 4e, incorporates a more strategic and applied approach. External performance metrics of a business are emphasized and actual measurement tools are provided. Its streamlined organization makes it ideal for courses in which outside cases and readings will be assigned.

Contents
PART I MARKET ORIENTATION and MARKETING PERFORMANCE.

Chapter 1 Customer Focus and Managing Customer Loyalty

Chapter 2 Marketing Performance and Marketing Profitability Metrics

PART II MARKET ANALYSIS.

Chapter 3 Market Demand and Market Share

Chapter 4 Customer Analysis and Value Creation

Chapter 5 Market Segmentation and Customer Relationship Marketing

Chapter 6 Competitor Benchmarking and Competitive Advantage

PART III MARKETING MIX STRATEGIES.

Chapter 7 Product Positioning, Branding and Value Proposition Management

Chapter 8 Market-Based Pricing and Margin Management

Chapter 9 Marketing Channels and Supply Chain Value Management

Chapter 10 Marketing Communications and Customer Response

PART IV              STRATEGIC MARKETING.

Chapter 11          Portfolio Analysis and Strategic Market Plans
Chapter 12          Offensive Marketing Strategies
Chapter 13          Defensive Marketing Strategies

PART V             MARKETING PLANS and PERFORMANCE.

Chapter 14         Building and Implementing a Marketing Plan
Chapter 15         Market Orientation and Marketing Performance Scorecard

Chapter 16 Marketing Performance and Business Profitability

Appendix/Glossary

528 pages Paperback

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