Overview

Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.

Full Product Details

Author:   Roger Best
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   6th edition
Dimensions:   Width: 1.00cm , Height: 1.00cm , Length: 1.00cm
Weight:   0.760kg
ISBN:  

9780130387752

ISBN 10:   0130387754
Pages:   576
Publication Date:   20 February 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9781292020396
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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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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