Market-Based Management

Strategies for growing customer value and profitability

Autor*innen

Roger J. Best

Buchbewertung

3,8(26)Abgeben

Parameter

432 Seiten
16 Lesestunden

Mehr zum Buch

This book takes a strategic approach to value/profitability in marketing management and helps readers work through financial analysis. The Third Edition includes increased coverage of important topics such as e-Marketing, supply chain management, customer relationship management, and branding. It focuses on the fundamental need for businesses to attract, satisfy, and retain customers. Coverage that goes "beyond" marketing fundamentals features a three-fold integration of market-driven strategy, customer satisfaction, and profitable growth. For marketing departments and business owners seeking the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and profitability.