| Edition |
4th ed. |
| Description |
xxii, 506 p. : ill. ; 24 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Customer focus and managing customer loyalty -- Marketing performance and marketing profitability -- Market potential, market demand, and market share -- Customer analysis and value creation -- Market segmentation and customer relationship marketing -- Competitor analysis and sources of advantage -- Product positioning, branding, and product-line strategies -- Market-based pricing and pricing strategies -- Marketing channels and e-marketing -- Marketing communications and customer response -- Strategic market planning -- Offensive strategies -- Defensive strategies -- Building a marketing plan -- Performance metrics and strategy implementation -- Market-based management and financial performance. |
| Subject |
Marketing -- Management.
|
| ISBN |
0131469568 |
|
9780131469563 |
|
0131293729 |
|
9780131293724 |
|
