mixed material bibliography Upper Saddle River Prentice-Hall 2004

xxv, 401 p. : figs., notes, gloss., index ; 24 cm. This book takes a strategic approach to value/profitability in marketing management and helps readers work through financial analysis. The Third Edition includes increased coverage of important topics such as e-Marketing, supply chain management, customer relationship management, and branding. It focuses on the fundamental need for businesses to attract, satisfy, and retain customers. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth. For marketing departments and business owners seeking the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability. TABLE OF CONTENTS Preface Acknowledgments Pt. I Market Orientation Ch. 1 Market Orientation and Performance Ch. 2 Market-Based Performance Pt. II Market Analysis Ch. 3 Market Potential, Demand, and Market Share Ch. 4 Customer Analysis and Value Creation Ch. 5 Market Segmentation and Segmentation Strategies Ch. 6 Competitor Analysis and Sources of Advantage Pt. III Marketing Mix Strategies Ch. 7 Product Positioning and Brand Strategies Ch. 8 Market-Based Pricing and Pricing Strategies Ch. 9 Marketing Channels and E-Marketing Ch. 10 Marketing Communications and Customer Response Pt. IV Strategic Marketing Ch. 11 Strategic Market Planning Ch. 12 Offensive Strategic Market Plans Ch. 13 Defensive Strategic Market Plans Pt. V Market Plans and Performance Ch. 14 Building a Marketing Plan Ch. 15 Performance Metrics and Strategy Implementation Ch. 16 Profit Impact of Market-Based Management Glossary Photo Credits Index BAD 013008218X;013 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BAD Bes 29563 2004-07-07 00:00:00 2016-01-21 00:00:00 machine generated