Market-Based Management (4th Edition)
Editorial Reviews
Book Description
This unique book is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. It emphasizes market-based management—with a focus on the linkages between marketing strategy and profitability, and provides a systematic method for learners to evaluate the profit impact of a marketing strategy. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth—giving readers the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability. A special effort was made to include more coverage of customer loyalty marketing, performance metrics, customer relationship marketing, and brand and product line strategies. For anyone interested in strategic marketing.
From the Back Cover
Are you looking for a marketing management book that takes a strategic approach and connects marketing decisions with financial implications? Is your course becoming more focused on customer relationships, customer satisfaction, and customer value?
If so, Market-Based Management, Third Edition, was written with you in mind.
Market-Based Management (4th Edition),Roger Best,Prentice Hall,0131469568,Business & Economics,Business / Economics / Finance,Business/Economics,Management,Marketing,Marketing - General,Marketing Management,Business & Economics / Marketing / General
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