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Bibliographic Details

Title: Market-Based Management: Strategies for Growing Customer Value and Profitability (2nd Edition)
Publisher: Prentice Hall
Publication Date: 1999
Language: English
ISBN 10: 0130145467
ISBN 13: 9780130145468
Binding: Soft cover
Edition: 2nd Edition
Condition: Very Good

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Synopsis

Using an applied approach that focuses on market orientation, marketing strategy, and market-based management, this book details the connections between a market-driven strategy, customer-value, and profitable growth. It outlines the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and efficiency, and overall profitability and shareholder value. Contains consumer examples throughout. Market-Based Management. Market Definition Potential, and Demand. Customer Analysis and Value Creation. Market Segmentation and Segmentation Strategies. Competitor Analysis and Competitive Position. Product Positioning and Product Strategies. Market-Based Pricing and Pricing Strategies. Marketing Channels and Sales Systems. Marketing Communications and Customer Response. Offensive Marketing Strategies. Defensive Marketing Strategies. Global Marketing Strategies. Developing a Marketing Plan. Strategy Implementation and Performance Metrics. Market-Based Strategies and Profitable Growth. For marketing managers.

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