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Market-based Management
Roger J. Best
其他書名
Strategies for Growing Customer Value and Profitability
出版Prentice-Hall Of India Pvt. Limited, 2005
ISBN812032806X9788120328068
URLhttp://books.google.com.hk/books?id=5sm8QgAACAAJ&hl=&source=gbs_api
註釋This is a ground breaking text that provides the tools and processes needed to actually apply market-driven strategy to today's business world. Roger Best's work has proven to be a refreshing alternative to the many conceptual and theoretical-centred marketing books because it is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. Salient features: - Focus on marketing performance and marketing profitability, coupled with the strategies that bring result. - The text helps in building a marketing-driven strategy, as concepts alone (though important and form the backbone of marketing management) cannot deliver business. - Contents include cutting-edge areas of e-marketing, supply chain management, customer relationship management and branding. - Coverage of internet integrated with the text. - Large number of consumer examples throughout the text. - Emphasis on market-based management, with a focus on the linkages between marketing strategy and profitability.