Market-Based Management, 6th edition
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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
Table of contents
I: MARKET ORIENTATION AND MARKETING PERFORMANCE
Chapter 1: Customer Focus, Customer Performance and Profit Impact
Chapter 2: Marketing Metrics and Marketing Profitability
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
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
IV: STRATEGIC MARKETING
Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Strategic Offensive Strategies
Chapter 13: Strategic Defensive Strategies
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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