Market based management: Pearson new international edition [6th ed] 1292020393, 9781292020396

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Market based management: Pearson new international edition [6th ed]
1292020393, 9781292020396

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Table of contents :
Cover......Page 1
Contents......Page 4
C......Page 7
D......Page 8
L......Page 9
M......Page 10
P......Page 11
S......Page 12
W......Page 13
1. Customer Focus, Customer Performance and Profit Impact......Page 14
2. Marketing Metrics and Marketing Profitability......Page 48
3. Market Potential, Market Demand, and Market Share......Page 88
4. The Customer Experience and Value Creation......Page 122
5. Market Segmentation and Segmentation Strategies......Page 162
6. Competitive Position and Sources of Advantage......Page 198
7. Product Positioning, Branding, and Product Line Strategies......Page 232
8. Value-Based Pricing and Pricing Strategies......Page 270
9. Marketing Communications, Social Media, and Customer Response......Page 308
10. Portfolio Analysis and Strategic Market Planning......Page 344
11. Defensive Strategies......Page 374
12. Offensive Strategies......Page 398
13. Building a Marketing Plan......Page 424
14. Marketing Metrics, Performance, and Strategy Implementation......Page 458
15. Market-Based Management and Financial Performance......Page 482
B......Page 502
C......Page 503
G......Page 504
M......Page 505
N......Page 506
P......Page 507
S......Page 508
U......Page 509
Y......Page 510

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