Market-Based Management, 6th edition

  • Roger J. Best

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Overview

Market-Based Management focuses on marketing performance, profitability and the role marketing strategies play in building the profits of a business. Starting from a focus on metrics and analytics, the text incorporates coverage of the rise of technology in marketing.

Published by Pearson (July 14th 2021) - Copyright © 2013

ISBN-13: 9780137515479

Subject: Marketing

Category: Marketing Management & Strategy

Table of contents

Brief Contents

Part I: Market Orientation and Marketing Performance

  • Chapter 1: Customer Focus, Customer Performance and Profit Impact
  • Chapter 2: Marketing Metrics and Marketing Profitability

Part II: Market Analysis

  • Chapter 3: Market Potential, Market Demand, and Market Share
  • Chapter 4: The Customer Experience and Value Creation
  • Chapter 5: Market Segmentation and Segmentation Strategies
  • Chapter 6: Competitive Position and Sources of Advantage

Part III: Marketing Mix Strategies

  • Chapter 7: Product Positioning, Branding, and Product Line Strategies
  • Chapter 8: Value-Based Pricing and Pricing Strategies
  • Chapter 9: Marketing Channels and Channel Mapping
  • Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE

Part IV: Strategic Marketing

  • Chapter 11: Portfolio Analysis and Strategic Market Planning
  • Chapter 12: Strategic Offensive Strategies
  • Chapter 13: Strategic Defensive Strategies

Part V: Marketing Plans and Performance

  • Chapter 14: Building a Marketing Plan
  • Chapter 15: Marketing Metrics, Performance, and Strategy Implementation
  • Chapter 16: Market-Based Management and Financial Performance

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