營銷管理：提升顧客價值和利潤增長的戰略
這本突破性的圖書提供了在當今的商業環境中運用市場驅動戰略所需要的工具和過程。RogerJ.Best的這本書被證明是一本令人耳目一新的替代品——替代了許多理論性的概念性為中心的營銷學書籍，因為本書是建立在績效導...
這本突破性的圖書提供了在當今的商業環境中運用市場驅動戰略所需要的工具和過程。RogerJ.Best的這本書被證明是一本令人耳目一新的替代品——替代了許多理論性的概念性為中心的營銷學書籍，因為本書是建立在績效導向和學以致用的理念之上的。全書不僅有助于讀者對市場營銷學理論和知識有一個而系統的了解，而且提供了一套市場營銷的實用工具，尤其受到了專業人士的歡迎。
Roger J.Best是Oregon大學營銷學榮譽退休教授，也是營銷績效調查公司(marketing excellence survey)的業主和總經理；曾就職于GE公司，同時從事工程和產品管理兩方面的工作，后任教于Arizona大學和Oregon大學。曾獲杰出MBA教師獎和AMA的營銷教學獎；發表了50多篇論文，
Preface
About the Author
Acknowledgments
Part I Market Orientation and Performance
Chapter 1 Customer Focus and Managing Customer Loyalty
Customer Focus and Profitability
How to Underwhelm Customers and Shareholders
Customer Staisfaction:A Key Marketing Performance Metric
A Wide-Angle View of Customer Satisfaction
De-Averaging Customer Satisfaction and Customer Profitability
Profit Impact of Customer Dissatisfaction
……
Chapter 2 Marketing Performance and Marketing Profitability
Part II Market Analysis
Chapter 3 Market Potential,Market demand,and Market Share
Chapter 4 Customer Analysis and Value Creation
Chapter 5 Market Segmentation and Customer Relationship Marketing
Chapter 6 Competitor Analysis and Sources of Advantage
Part III marketing Mix Strategies
Chapter 7 Product Positioning,Branding,and Product-Line Strategies
Chapter 8 Market-Based Pricing and Pricing Strategies
Chapter 9 Marketing Channels and E-Marketing
Chapter 10 Marketing Communications and Customer Response
Part IV Strategic Marketing
Chapter 11 Strategic Market Planning
Chapter 12 Offensive Strategies
Chapter 13 Defensive Strategies
Part V marketing Plans and Performance
Chapter 14 Building a Marketing Plan
Chapter 15 Performance Metrics and Strategy Implementation
Chapter 16 Market-Based Management and Financial Performance
Glossary
Credits
Indes
