Market-based Management: Strategies for Growing Customer Value and Profitability
Using an applied approach that focuses on marketorientation, marketing strategy, and market-based management, this text details the connections between a market-driven strategy, customer-value, and profitable growth. *Integrated coverage of the Internet *Explores how the Internet can affect marketing demand, customer access, and improve competitive intelligence *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 Instructor's Manual) *Glossary has been added to the end of the text *A focus on the fundamental need for businesses to attract, satisfy and retain customers *Coverage that goes beyond marketing fundamentals - Features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth
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achieve advertising alternate care segment assets average brand brand personality business's Compaq competitive advantage Competitor Analysis competitors core segment create customer benefits customer needs customer retention customer satisfaction customer value defensive strategic market differentiation effect example Gardenburger growing market higher implementation important indirect channel systems Journal of Marketing levels of customer lower manufacturer Margin per Customer market attractiveness market demand market growth market metrics market orientation market segment market share market-based management marketing budget marketing communications marketing contribution marketing effort marketing expenses marketing mix mass customization offensive overall Packard Bell percent performance metrics performance objectives personal computer positioning strategy potential pricing strategy product differentiation product line product positioning product-market profit impact profit performance relative Revenue per Customer sales force sales revenues segment strategy share position shown in Figure Stericycle strategic market plan strong market orientation SWOT analysis tactical marketing strategy target customers tomer total contribution value proposition Variable Cost