作者：RogerJ.Best著
页数：506
出版社：北京大学出版社
出版日期：2006
ISBN：9787301096543
电子书格式：PDF
PDF下载地址
内容简介
这本突破性的图书提供了在当今的商业环境中运用市场驱动战略所需要的工具和过程。RogerJ.Best的这本书被证明是一本令人耳目一新的替代品——替代了许多理论性的概念性为中心的营销学书籍，因为本书是建立在绩效导向和学以致用的理念之上的。全书不仅有助于读者对市场营销学理论和知识有一个全面而系统的了解，而且提供了一套市场营销的实用工具，尤其受到了专业人士的欢迎。
目录
Preface
AbouttheAuthor
Acknowledgments
PartIMarketOrientationandPerformance
Chapter1CustomerFocusandManagingCustomerLoyalty
CustomerFocusandProfitability
HowtoUnderwhelmCustomersandShareholders
CustomerStaisfaction:AKeyMarketingPerformanceMetric
AWide-AngleViewofCustomerSatisfaction
De-AveragingCustomerSatisfactionandCustomerProfitability
ProfitImpactofCustomerDissatisfaction
……
Chapter2MarketingPerformanceandMarketingProfitability
PartIIMarketAnalysis
Chapter3MarketPotential,Marketdemand,andMarketShare
Chapter4CustomerAnalysisandValueCreation
Chapter5MarketSegmentationandCustomerRelationshipMarketing
Chapter6CompetitorAnalysisandSourcesofAdvantage
PartIIImarketingMixStrategies
Chapter7ProductPositioning,Branding,andProduct-LineStrategies
Chapter8Market-BasedPricingandPricingStrategies
Chapter9MarketingChannelsandE-Marketing
Chapter10MarketingCommunicationsandCustomerResponse
PartIVStrategicMarketing
Chapter11StrategicMarketPlanning
Chapter12OffensiveStrategies
Chapter13DefensiveStrategies
PartVmarketingPlansandPerformance
Chapter14BuildingaMarketingPlan
Chapter15PerformanceMetricsandStrategyImplementation
Chapter16Market-BasedManagementandFinancialPerformance
Glossary
Credits
Indes
AbouttheAuthor
Acknowledgments
PartIMarketOrientationandPerformance
Chapter1CustomerFocusandManagingCustomerLoyalty
CustomerFocusandProfitability
HowtoUnderwhelmCustomersandShareholders
CustomerStaisfaction:AKeyMarketingPerformanceMetric
AWide-AngleViewofCustomerSatisfaction
De-AveragingCustomerSatisfactionandCustomerProfitability
ProfitImpactofCustomerDissatisfaction
……
Chapter2MarketingPerformanceandMarketingProfitability
PartIIMarketAnalysis
Chapter3MarketPotential,Marketdemand,andMarketShare
Chapter4CustomerAnalysisandValueCreation
Chapter5MarketSegmentationandCustomerRelationshipMarketing
Chapter6CompetitorAnalysisandSourcesofAdvantage
PartIIImarketingMixStrategies
Chapter7ProductPositioning,Branding,andProduct-LineStrategies
Chapter8Market-BasedPricingandPricingStrategies
Chapter9MarketingChannelsandE-Marketing
Chapter10MarketingCommunicationsandCustomerResponse
PartIVStrategicMarketing
Chapter11StrategicMarketPlanning
Chapter12OffensiveStrategies
Chapter13DefensiveStrategies
PartVmarketingPlansandPerformance
Chapter14BuildingaMarketingPlan
Chapter15PerformanceMetricsandStrategyImplementation
Chapter16Market-BasedManagementandFinancialPerformance
Glossary
Credits
Indes