Market-Based Management: Strategies for Growing Customer Value and Profitability

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Market-Based Management: Strategies for Growing Customer Value and Profitability image
ISBN-10:

0132336537

ISBN-13:

9780132336536

Author(s): Best, Roger J.
Edition: 5
Released: Jan 01, 2008
Format: Paperback, 515 pages

Description:

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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