营销管理：提升顾客价值和利润增长的战略
这本突破性的图书提供了在当今的商业环境中运用市场驱动战略所需要的工具和过程。RogerJ.Best的这本书被证明是一本令人耳目一新的替代品——替代了许多理论性的概念性为中心的营销学书籍，因为本书是建立在绩效导...
这本突破性的图书提供了在当今的商业环境中运用市场驱动战略所需要的工具和过程。RogerJ.Best的这本书被证明是一本令人耳目一新的替代品——替代了许多理论性的概念性为中心的营销学书籍，因为本书是建立在绩效导向和学以致用的理念之上的。全书不仅有助于读者对市场营销学理论和知识有一个而系统的了解，而且提供了一套市场营销的实用工具，尤其受到了专业人士的欢迎。
Roger J.Best是Oregon大学营销学荣誉退休教授，也是营销绩效调查公司(marketing excellence survey)的业主和总经理；曾就职于GE公司，同时从事工程和产品管理两方面的工作，后任教于Arizona大学和Oregon大学。曾获杰出MBA教师奖和AMA的营销教学奖；发表了50多篇论文，
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
