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Author:   Roger Best ,  Russell Cummings
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   6th edition
Dimensions:   Width: 21.90cm , Height: 2.80cm , Length: 27.60cm
Weight:   1.160kg
ISBN:  

9781292020396

ISBN 10:   1292020393
Pages:   512
Publication Date:   24 July 2013
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of 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 Part IV: Strategic Marketing Chapter 10: Portfolio Analysis and Strategic Market Planning Chapter 11: Strategic Defensive Strategies Chapter 12: Strategic Offensive Strategies Part V: Marketing Plans and Performance Chapter 13: Building a Marketing Plan Chapter 14: Marketing Metrics, Performance, and Strategy Implementation Chapter 15: Market-Based Management and Financial Performance

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