Market-Based Management Strategies for Growing Customer Value and Profitability

This unique 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. A special effort was made to include more coverage of customer loyalty marketing, performance metrics, customer relationship marketing, and brand and product line strategies. For anyone interested in strategic marketing.Best, Roger J. is the author of 'Market-Based Management Strategies for Growing Customer Value and Profitability', published 2004 under ISBN 9780131469563 and ISBN 0131469568.