| 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 |
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