For marketing management and marketing strategy courses (MBA and advanced undergraduate). Market-Based Management is unique in that every chapter is performance-based. While other texts emphasize concepts and theory, Roger Best presents a more strategic and applied approach. Students learn not only how to define marketing concepts but also how to apply them. Value-based marketing and profitability are also emphasized throughout. Paperback and a manageable 400 pages means this text is ideal for instructors who supplement it with cases and/or simulations.
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Are you looking for a marketing management book that takes a strategic approach and connects marketing decisions with financial implications? Is your course becoming more focused on customer relationships, customer satisfaction, and customer value?
If so, Market-Based Management, Third Edition, was written with you in mind.About the Author:
Dr. Roger J. Best is an Emeritus Professor of Marketing at the University of Oregon. He earned a Bachelor of Science in Electrical Engineering from California State Polytechnic University in 1968. Following graduation, he joined the General Electric Company where he worked in both engineering and product management. While at GE, he received a patent for a product he developed. Dr. Best completed his MBA at California State University, Hayward in 1972 and received his Ph.D. from the University of Oregon in 1975. He taught at the University of Arizona from 1975 to 1980 and the University of Oregon from 1980 to 2000.
Over the past twenty-five years, he has published over fifty articles and won numerous teaching awards. In 1998 he received the American Marketing Association Distinguished Teaching in Marketing award. In 1988, the Academy of Marketing Science voted an article on marketing productivity by Dr. Best and co-authors the outstanding Article of the Year. He is a co-author of Consumer Behavior: Implications for Marketing Strategy (8th ed.). Dr. Best has also developed the Marketing Excellence Survey (www.MESurvey.com), a benchmarking tool for assessing a manager's marketing knowledge and market attitudes based on a worldwide database of over 15,000 managers and MarkProf (www.MarkProf.com), an online marketing profitability tool to help marketing managers "mess the profit impact of marketing strategies.
Over the past twenty years, Dr. Roger J. Best has been active in working with a variety of companies in both marketing strategy consulting and management education. These companies include General Electric, Dow Chemical, Dow Corning, DuPont, Eastman Kodak, MediaOne, Lucas Industries, Tektronix, ESCO, Pacific Western Pipe, James Hardie industries, Sprint, and US West. Dr. Best has also taught many executive management education programs at INSEAD, in Fontainebleau, France.
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