Market-based management: strategies for growing customer value and profitability

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Prentice Hall, 1997 - Business & Economics - 424 pages
2 Reviews
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.

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Review: Market-Based Management

User Review  - Ramreva - Goodreads

Amazing book for Marketers...a book that places "the Customer" right in the middle of your strategies, tactics, marketing, branding and advertising efforts. Goes to say, "Customer is King", but the fun is "how do you sell your stuffs to the king"?! ;) Read full review

Review: Market-Based Management

User Review  - loafingcactus - Goodreads

While you wouldn't find me reading this book for entertainment, it accomplishes its mission of presenting a total overview of marketing remarkably well: organized, clear, good examples. Nonetheless it ... Read full review

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Contents

chapter
1
chapter
16
MARKETBASED STRATEGIES AND PROFITABLE
48
Copyright

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About the author (1997)

Best is Professor of Marketing at the University of Oregon. He earned a Bachelor of Science in Electrical Engineering from California State Polytechnic University in 1968. Following graduation, he joined General Electric where he worked in both engineering and product management. In 1971, he received a patent for a product he invented while with GE. He completed his MBA in 1972 and went on to complete his Ph.D. in Business at the University of Oregon in 1975. Over the past 25 years, he has published many academic articles. Most recently, Dr. Best has developed the Marketing Excellence Survey.

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