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