This 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.
Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth—giving readers the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability.
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TABLE OF CONTENTS

PART I. MARKET ORIENTATION and MARKETING PERFORMANCE.
Chapter 1. Customer Focus and Managing Customer Loyalty
Chapter 2. Marketing Performance and Marketing Profitability Metrics

PART II. MARKET ANALYSIS.
Chapter 3. Market Demand and Market Share
Chapter 4. Customer Analysis and Value Creation
Chapter 5. Market Segmentation and Customer Relationship Marketing
Chapter 6. Competitor Benchmarking and Competitive Advantage

PART III. MARKETING MIX STRATEGIES.
Chapter 7. Product Positioning, Branding and Value Proposition Management
Chapter 8. Market-Based Pricing and Margin Management
Chapter 9. Marketing Channels and Supply Chain Value Management
Chapter 10. Marketing Communications and Customer Response

PART IV. STRATEGIC MARKETING.
Chapter 11. Portfolio Analysis and Strategic Market Plans
Chapter 12. Offensive Marketing Strategies
Chapter 13. Defensive Marketing Strategies

PART V. MARKETING PLANS and PERFORMANCE.
Chapter 14. Building and Implementing a Marketing Plan
Chapter 15. Market Orientation and Marketing Performance Scorecard
Chapter 16. Marketing Performance and Business Profitability