Roger J. Best. Market-based management. Strategies for growing customer value and profitability

Prentice Hall, USA - 2012, 576 pages, 6th edition, English language
ISBN10: 0130387754
ISBN13: 978-0130387752This 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. The main focus of this book is to provide the best way to improve profitability is with market-driven strategies that attract, satisfy, and retain target customers with a customer value that is superior to that of competing products or services.
Работа Роджера Беста является прекрасной альтернативой многочисленным концептуальным публикациям и теоретическим изысканиям в области маркетинга, так как наводит мосты между теорией и практикой, дает понятные инструменты для реализации рыночных стратегий в условиях современного бизнеса. Данная книга известна в России под названием "Маркетинг от потребителя" и входит в список литературы по маркетингу Стокгольмской Школы Экономики.Introduction to Marketing and Market-Based ManagementMarket orientation and marketing performance
Customer Focus, Customer Performance, and Profit Impact
Marketing Metrics and Marketing profitabilityMarket analysis
Market Potential, Market Demand, and Market Share
The Customer Experience and Value Creation
Market Segmentation and Segmentation Strategies
Competitive Position and Sources of AdvantageMarketing mix strategies
Product Positioning, Branding, and Product Line Strategies
Value-Based Pricing and Pricing Strategies
Marketing Channels and Channel Mapping
Marketing Communications, Social Media, and Customer ResponseStrategic marketing
Portfolio Analysis and Strategic Market Planning
Offensive Strategies
Defensive StrategiesMarketing plans and performance
Building A Marketing Plan
Marketing Metrics, Performance, and Strategy Implementation
Market-based Management and Financial Performance