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Market-Based Management：Strategies for Growing Customer Value and Profitability(2012年6版)
作者：
Best
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2012/1/1
ISBN：9780132848169
書籍編號：kk0322799
頁數：576
定價：
1200
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Market-Based Management：Strategies for Growing Customer Value and Profitability(2012年6版) A focus on how marketing performance, profitability, and strategies affect profit. Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing. NEW! Show the importance of the numbers behind the strategy: Updated Metrics and Analytics Coverage. New and updated sections appear throughout this edition highlighting the importance of metrics and analytics. NEW! Help students evaluate marketing performance: New Marketing Performance Tool. Chapter 4 contains a new marketing performance tool that was added for the new customer value methodology presented in Figure 4-17. NEW! Cover the hottest new marketing trend: Coverage of Social Media. Social media is now pervasive in marketing, but students will need a way to evaluate its effectiveness, which is why Chapter 10 covers this subject in depth. NEW! Show students the context: Updated Stericycle Marketing Plan. Stericycle’s 2010 financial performance and marketing profitability were updated in Chapter 16. The opening page shows how Stericycle performed relative to Fortune 500 companies with respect to Marketing ROI and Operating Income as a percent of sales. Figure 16-1 illustrates the high correlation between Stericycle Net Marketing Contribution and Operating Income from 2000 to 2010.
PART I: MARKET ORIENTATION AND MARKETING PERFORMANCE Ch 1 Customer Focus, Customer Performance and Profit Impact Ch 2 Marketing Metrics and Marketing Profitability PART II: MARKET ANALYSIS Ch 3 Market Potential, Market Demand, and Market Share Ch 4 The Customer Experience and Value Creation Ch 5 Market Segmentation and Segmentation Strategies Ch 6 Competitive Position and Sources of Advantage PART III: MARKETING MIX STRATEGIES Ch 7 Product Positioning, Branding, and Product Line Strategies Ch 8 Value-Based Pricing and Pricing Strategies Ch 9 Marketing Channels and Channel Mapping Ch10 Marketing Communications, Social Media, and Customer Response PART IV: STRATEGIC MARKETING Ch11 Portfolio Analysis and Strategic Market Planning Ch12 Offensive Strategies Ch13 Defensive Strategies PART V: MARKETING PLANS AND PERFORMANCE Ch14 Building a Marketing Plan Ch15 Marketing Metrics, Performance, and Strategy Implementation Ch16 Market-Based Management and Financial Performance
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