Market-based Management

Roger Best

401 pages, parution le 20/02/2004 (3^eme édition)

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Résumé

This revision of this popular capstone or MBA-level text was the first to introduce a model in an easy-to-read fashion. This book appeals to instructors in two general ways: 1)it takes a strategic approach to value/profitability in marketing management and helps students work through financial analysis. 2)the book, while covering the basics, is relatively short and so can be used by instructors who want to spend significant time with case analysis. The Third Edition includes increased coverage of e-Marketing, supply chain management, customer relationship management, and branding.

Features

NEW - Cutting-edge content added - New emphasis on E-Marketing (Chapter 9); Supply Chain Management (added to Chapters 3 and 9); Customer Relationship Management (added to Chapters 1,4, and 5); and Branding (Chapter 7).
NEW - Integrated coverage of the Internet
NEW - Application Problems at the ends of chapters have an interactive component - Each chapters Application Problem has on-line interactive spreadsheets. Students are given the data and instructed which cells to change to evaluate the profit impact of a marketing strategy. Correct solutions will be in the instructors manual.
NEW - Power Point Lecture Slides have been improved and enhanced based on user feedback.
Expanded coverage of developing a Marketing Plan in Chapter 14.
More consumer examples integrated throughout the text.
End-of-chapter application problems (solutions are in the Instructors Manual).
Glossary has been added to the end of the text.
An emphasis on market-based management - With a focus on the linkages between marketing strategy and profitability.

Sommaire

Market-based management
- Market Orientation and Performance
- Marketing Metrics and Marketing Profitability
Market analysis
- Market Demand and Market Share
- Customer Analysis and Value Creation
- Market Segmentation and Segmentation Strategies
- Competitor Analysis and Competitive Advantage
Marketing mix strategies
- Product Positioning and Brand Management
- Pricing and Pricing Strategies
- Marketing Channels and E-Marketing Systems
- Marketing Communications and Sales Response
- Strategic marketing
- Strategic Market Planning
- Offensive Marketing Strategies
- Defensive Marketing Strategies
Marketing plans and profitable growth
- Building a Marketing Plan
- Implementing a Marketing Plan
- Profit Impact of Marketing Strategies

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Roger Best
Parution	20/02/2004
Édition	3^eme édition
Nb. de pages	401
Format	17,5 x 23,5
Couverture	Broché
Poids	635g
Intérieur	Noir et Blanc
EAN13	9780131211933