Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.

This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.

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