Market-based management : Strategies for growing customer value and profitability = 营销管理 : 提...

Preface
About the Author
Acknowledgments
Part I Market Orientation and Performance
Chapter 1 Customer Focus and Managing Customer Loyalty
Customer Focus and Profitability
How to Underwhelm Customers and Shareholders
Customer Staisfaction:A Key Marketing Performance Metric
A Wide-Angle View of Customer Satisfaction
De-Averaging Customer Satisfaction and Customer Profitability
Profit Impact of Customer Dissatisfaction
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Chapter 2 Marketing Performance and Marketing Profitability
Part II Market Analysis
Chapter 3 Market Potential,Market demand,and Market Share
Chapter 4 Customer Analysis and Value Creation
Chapter 5 Market Segmentation and Customer Relationship Marketing
Chapter 6 Competitor Analysis and Sources of Advantage
Part III marketing Mix Strategies
Chapter 7 Product Positioning,Branding,and Product-Line Strategies
Chapter 8 Market-Based Pricing and Pricing Strategies
Chapter 9 Marketing Channels and E-Marketing
Chapter 10 Marketing Communications and Customer Response
Part IV Strategic Marketing
Chapter 11 Strategic Market Planning
Chapter 12 Offensive Strategies
Chapter 13 Defensive Strategies
Part V marketing Plans and Performance
Chapter 14 Building a Marketing Plan
Chapter 15 Performance Metrics and Strategy Implementation
Chapter 16 Market-Based Management and Financial Performance
Glossary
Credits
Indes