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A focus on how marketing performance, profitability, and strategies affect profit.
 
　　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.

　　Show the importance of the numbers behind the strategy: Updated Metrics and Analytics Coverage.

　　1.Help students evaluate marketing performance: New Marketing Performance Tool.
　　2.Chapter 4 contains a new marketing performance tool that was added for the new customer value methodology presented in Figure 4-17.
　　3.Cover the hottest new marketing trend: Coverage of Social Media.
　　4.Social media is now pervasive in marketing, but students will need a way to evaluate its effectiveness, which is why Chapter 10 covers this subject in depth.
　　5.Show students the context: Updated Stericycle Marketing Plan.

作者簡介　

Roger Best
　
　　現職：University of Oregon

Ch 1 Customer Focus, Customer Performance and Profit Impact
Ch 2 Marketing Metrics and Marketing Profitability
Ch 3 Market Potential, Market Demand, and Market Share
Ch 4 The Customer Experience and Value Creation
Ch 5 Market Segmentation and Segmentation Strategies
Ch 6 Competitive Position and Sources of Advantage
Ch 7 Product Positioning, Branding, and Product Line Strategies
Ch 8 Value-Based Pricing and Pricing Strategies
Ch 9 Marketing Communications, Social Media, and Customer Response
Ch10 Portfolio Analysis and Strategic Market Planning
Ch11 Defensive Strategies
Ch12 Offensive Strategies
Ch13 Building a Marketing Plan
Ch14 Marketing Metrics, Performance, and Strategy Implementation
Ch15 Market-Based Management and Financial Performance

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Market-Based Management (PNIE)6版 電子書 下載 mobi epub pdf txt 2024

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