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.
Table of Contents
Table of Contents
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
Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE
Part IV: Strategic Marketing
Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Strategic Offensive Strategies
Chapter 13: Strategic Defensive Strategies
Part V: Marketing Plans and Performance
Chapter 14: Building a Marketing Plan
Chapter 15: Marketing Metrics, Performance, and Strategy Implementation
Chapter 16: Market-Based Management and Financial Performance
