Market-based Management: Strategies for Growing Customer Value and ProfitabilityUsing an applied approach that focuses on market orientation, marketing strategy and market-based management, this book features coverage of the fundamental need for businesses to attract, satisfy and retain customers. It examines market-driven strategy, customer satisfaction and profitable growth. It emphasizes market-based management with a focus on the linkages between marketing strategy and profitability, cash flow and shareholder value. |
Contents
Part Market Orientation and MarketBased | 1 |
chapter | 16 |
The Lifetime Value of a Customer | 18 |
Copyright | |
19 other sections not shown
Common terms and phrases
achieve advertising analysis awareness breakeven Buick Regal channel and sales competing competitive advantage competitive position competitor analysis competitors consumer cost of purchase cost-based pricing create customer benefits customer needs customer response customer satisfaction customer value defensive marketing strategies differentiation direct marketing example financial performance global market grow higher illustrated in Figure important international market Journal of Marketing levels of customer Lexus lower manufacturing margin market attractiveness market demand market growth market metrics market opportunities market orientation market position market potential market segmentation market share market-based management market-based pricing marketing communications marketing contribution marketing effort marketing expenses marketing plan mass customization Microwave Oven million ness overall perceived percent performance metrics positioning strategy price strategy product differentiation product line product positioning profit impact relative retailers sales force segment strategy short-run shown in Figure target customers target market tion tomer total contribution value proposition Variable Cost