| 推荐理由： 最前沿的理论、最实用的工具、最鲜活的案例，彻底改变学习方式和效果！ 一本深刻且平易近人的教科书，带给学生深刻的理论，更带给他们制定成功营销策略的秘诀！ |
| Roger J.Best是Oregon大学营销学荣誉退休教授，也是营销绩效调查公司（marketing excellence survey）的业主和总经理；曾就职于GE公司，同时从事工程和产品管理两方面的工作，后任教于Arizona大学和Oregon大学。曾获杰出MBA教师奖和AMA的优秀营销教学奖；发表了50多篇论文，并在1988年获得营销科学本年度杰出论文奖。在过去的20年中，Best活跃在营销战略咨询和管理教育领域的公司中，这些公司包括：3M、GE、道化学公司、道-科宁、杜邦等。 |
| 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 …… 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 |
内容加载中，请稍后...
商品评论（0条）