Part I: Market Orientation and Marketing Performance Chapter 1: Customer Focus, Customer Performance and Profit Impact Chapter 2: Marketing Metrics and Marketing Profitability Part II: Market Analysis Chapter 3: Market Potential, Market Demand, and Market Share Chapter 4: The Customer Experience and Value Creation Chapter 5: Market Segmentation and Segmentation Strategies Chapter 6: Competitive Position and Sources of Advantage Part III: Marketing Mix Strategies Chapter 7: Product Positioning, Branding, and Product Line Strategies Chapter 8: Value-Based Pricing and Pricing Strategies Chapter 9: Marketing Channels and Channel Mapping Part IV: Strategic Marketing Chapter 10: Portfolio Analysis and Strategic Market Planning Chapter 11: Strategic Defensive Strategies Chapter 12: Strategic Offensive Strategies Part V: Marketing Plans and Performance Chapter 13: Building a Marketing Plan Chapter 14: Marketing Metrics, Performance, and Strategy Implementation Chapter 15: Market-Based Management and Financial Performance
For courses in marketing management or marketing strategy.
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.