Market-based management: strategies for growing customer value and profitability
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Pearson/Prentice Hall
2009
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| Ausgabe: | 5. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references |
| Beschreibung: | 545 S. |
| ISBN: | 9780132336536 9780138133962 0138133964 |
Internformat
MARC
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| 245 | 1 | 0 | |a Market-based management |b strategies for growing customer value and profitability |c Roger J. Best |
| 250 | |a 5. ed., internat. ed. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Pearson/Prentice Hall |c 2009 | |
| 300 | |a 545 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references | ||
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Datensatz im Suchindex
| _version_ | 1804137588907311104 |
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| adam_text | IF Q IF ? M I E D IF 0 STRATEGIES FOR GROWING CUSTOMER VALUE AND
PROFITABILITY TOOEIR J. EMERITUS PROFESSOR OF MARKETING UNIVERSITY OF
OREGON PEARSON EDUCATION INTERNATIONAL PREFACE 20 ABOUT THE AUTHOR 26
ACKNOWLEDGMENTS 27 AGO CHAPTER 1 CUSTOMER FOCUS AND MANAGING CUSTOMER
LOYALTY 35 CUSTOMER FOCUS AND PROFITABILITY 36 HOW TO UNDERWHELM
CUSTOMERS AND SHAREHOLDERS 36 CUSTOMER FOCUS AND CUSTOMER SATISFACTION
37 CUSTOMER SATISFACTION: A KEY MARKETING PERFORMANCE METRIC 38 A
WIDE-ANGLE VIEW OF CUSTOMER SATISFACTION 39 DE-AVERAGING CUSTOMER
SATISFACTION AND CUSTOMER PROFITABILITY 40 PROFIT IMPACT OF CUSTOMER
DISSATISFACTION 43 PROFIT IMPACT OF CUSTOMER RETENTION 44 CUSTOMER
SATISFACTION AND CUSTOMER RETENTION 45 ESTIMATING CUSTOMER RETENTION 46
CUSTOMER RETENTION AND CUSTOMER LIFE EXPECTANCY 46 THE LIFETIME VALUE OF
A CUSTOMER 47 NET PROMOTER SCORE 49 CUSTOMER LOYALTY AND MANAGING
CUSTOMER LOYALTY 51 MEASURING CUSTOMER LOYALTY 51 MANAGING CUSTOMER
LOYALTY 52 TOP PERFORMERS 52 HIGH POTENTIALS 53 NEW OPPORTUNITIES 54
NONPROFITS 54 8 CONTENTS CUSTOMER FOCUS 56 CUSTOMER FOCUS AND MARKETING
KNOWLEDGE 56 CUSTOMER-FOCUSED BEHAVIORS AND PRACTICES 57 MARKETING
PERFORMANCE 58 MARKETING PROFITABILITY 58 SUMMARY 59 MARKET-BASED
STRATEGIC THINKING 60 MARKETING PERFORMANCE TOOLS 61 NOTES 62 APPENDIX
1.1 PRESENT VALUE TABLE 63 CHAPTER 2 MARKETING PERFORMANCE AND MARKETING
PROFITABILITY 65 MARKETING PERFORMANCE VERSUS FINANCIAL PERFORMANCE 66
MEASURING AND TRACKING MARKETING PERFORMANCE 67 A MARKET-BASED STRATEGY
68 MARKETING PERFORMANCE METRICS 69 INTERNAL VERSUS EXTERNAL PERFORMANCE
METRICS 70 PROCESS VERSUS RESULT MARKETING METRICS 71 PROFIT IMPACT OF
MARKETING PERFORMANCE METRICS 72 MARKETING PROFITABILITY AND PROFITS 72
MARKETING PROFITABILITY AND PERFORMANCE METRICS 74 MARKETING
PROFITABILITY AND PRODUCT LINES 76 MANAGING MARKETING PROFITABILITY*A
PRODUCT FOCUS 77 MANAGING MARKETING PROFITABILITY*A CUSTOMER FOCUS 79
PROFIT IMPACT OF MARKETING STRATEGIES 81 MARKET GROWTH STRATEGY 82
MARKET SHARE STRATEGY 83 CUSTOMER REVENUE STRATEGY 84 COST REDUCTION
STRATEGY 84 ADVERTISING STRATEGY 85 CHANNEL STRATEGY 85 BENCHMARKING
MARKETING PROFITABILITY 86 MARKETING RETURN ON SALES 87 MARKETING RETURN
ON INVESTMENT 88 PROFIT IMPACT OF MARKETING PROFITABILITY METRICS 89
MANAGING MARKETING PERFORMANCE AND MARKETING PROFITABILITY 90 SUMMARY 91
MARKET-BASED STRATEGIC THINKING 92 CONTENTS MARKETING PERFORMANCE TOOLS
93 NOTES 94 CHAPTER 3 MARKET POTENTIAL, MARKET DEMAND, AND MARKET SHARE
99 MARKET DEFINITION*WHAT BUSINESS ARE WE IN? 100 BROAD MARKET VISION
102 MARKET POTENTIAL 103 MARKET DEVELOPMENT INDEX 107 UNTAPPED MARKET
POTENTIAL 107 MARKET POTENTIAL AND MARKET GROWTH 109 MANAGING MARKET
GROWTH 110 ACCELERATING MARKET GROWTH 111 CUSTOMER ADOPTION FORCES 112
PRODUCT ADOPTION FORCES 113 PRODUCT-MARKET VERSUS PRODUCT LIFE CYCLE 114
PRODUCT LIFE-CYCLE DEMAND AND PROFITS 115 MARKET DEMAND AND PRICES 116
PRODUCT LIFE-CYCLE MARGINS AND MARKETING EXPENSES 118 PRODUCT LIFE CYCLE
AND MARKETING PROFITABILITY 119 SHARE PERFORMANCE METRICS 121 MARKET
SHARE INDEX 124 SHARE POTENTIAL AND MARKET SHARE MANAGEMENT 124 MARKET
SHARE POTENTIAL 125 SHARE DEVELOPMENT INDEX 126 SUMMARY 127 MARKET-BASED
STRATEGIC THINKING 128 MARKETING PERFORMANCE TOOLS 129 NOTES 129 CHAPTER
4 THE CUSTOMER EXPERIENCE AND VALUE CREATION 131 THE TOTAL CUSTOMER
EXPERIENCE 132 EMPATHIC DESIGN 132 HYPOTHETICAL VIDEOS: CURRENT VERSUS
DESIRED CUSTOMER EXPERIENCE 133 10 CONTENTS THE CUSTOMER EXPERIENCE OF
LEAD USERS 134 REVERSE INNOVATION*INVENT TO ORDER 136 MANAGING CUSTOMER
TOUCH POINTS 137 MASS COLLABORATION 138 PROSUMERS*CUSTOMERS AS
CO-INVENTORS 140 PARTNERS*ENGAGING PROFESSIONALS 140
SUPPLIERS*LEVERAGING SUPPLIER PARTICIPATION 140 EMPLOYEES*AN
UNDER-LEVERAGED OPPORTUNITY 141 LIFE-CYCLE COST AND CUSTOMER VALUE 141
PRICE PAID 143 ACQUISITION COSTS 143 USAGE COSTS 144 OWNERSHIP COSTS 145
MAINTENANCE COSTS 145 DISPOSAL COSTS 146 PRICE-PERFORMANCE AND VALUE
CREATION 147 RELATIVE PERFORMANCE 147 RELATIVE PRICE 148 CUSTOMER VALUE
149 VALUE MAPPING 150 PERCEIVED BENEFITS AND VALUE CREATION 150 PRODUCT
BENEFITS 150 SERVICE BENEFITS 151 COMPANY OR BRAND BENEFITS 152 OVERALL
CUSTOMER BENEFITS 153 COST OF PURCHASE INDEX 153 CUSTOMER VALUE INDEX
154 EMOTION BENEFITS AND VALUE CREATION 156 EMOTIONAL BENEFITS AND
PSYCHOLOGICAL VALUE 156 BRAND PERSONALITY AND VALUE CREATION 157
TRANSACTION COST AND VALUE CREATION 158 SPACE VALUE 158 TRANSACTION
VALUE 159 VALUE CREATION ACROSS THE SUPPLY CHAIN 159 IDENTIFYING VALUE
DRIVERS 160 CUSTOMER PREFERENCES 161 CUSTOMER VALUE 162 SUMMARY 163
MARKET-BASED STRATEGIC THINKING 165 CONTENTS 111 MARKETING PERFORMANCE
TOOLS 166 NOTES 167 APPENDIX 4.1 TRADE-OFF ANALYSIS COMPUTATIONS 168
CHAPTER 5 MARKET SEGMENTATION AND SEGMENTATION STRATEGIES 169
NEEDS-BASED MARKET SEGMENTATION 170 CUSTOMER NEEDS 173 FORCES THAT SHAPE
CONSUMER MARKET NEEDS 173 DEMOGRAPHIC INFLUENCES 174 LIFESTYLE
INFLUENCES 174 USAGE BEHAVIORS 174 FORCES THAT SHAPE BUSINESS MARKET
NEEDS 174 FIRM DEMOGRAPHICS 175 BUSINESS CULTURE 175 USAGE BEHAVIORS 176
NEEDS-BASED MARKET SEGMENTATION 176 THE DEMOGRAPHIC TRAP 177 NEEDS-BASED
MARKET SEGMENTS 178 SEGMENT IDENTIFICATION 179 SEGMENT ATTRACTIVENESS
180 SEGMENT PROFITABILITY 181 SEGMENT POSITIONING 184 SEGMENT STRATEGY
ACID TEST 185 SEGMENT MARKETING MIX STRATEGY 186 SEGMENTATION STRATEGIES
187 MASS-MARKET STRATEGY 187 LARGE-SEGMENT STRATEGY 187 ADJACENT-SEGMENT
STRATEGY 188 MULTI-SEGMENT STRATEGIES 189 SMALL-SEGMENT STRATEGY 191
NICHE-SEGMENT STRATEGIES 191 SUB-SEGMENT STRATEGIES 191 CUSTOMER
RELATIONSHIP MARKETING 193 CUSTOMER VALUE VERSUS COMPANY VALUE 194
DATABASE MARKETING 195 MASS PERSONALIZATION 196 MASS CUSTOMIZATION 196
CUSTOMER RELATIONSHIP MANAGEMENT 197 SUMMARY 199 MARKET-BASED STRATEGIC
THINKING 200 12 CONTENTS MARKETING PERFORMANCE TOOLS 201 NOTES 202
CHAPTER 6 COMPETITOR ANALYSIS AND SOURCES OF ADVANTAGE 205 SOURCES OF
COMPETITIVE ADVANTAGE 207 COST ADVANTAGE 207 VARIABLE COST ADVANTAGE 208
MARKETING COST ADVANTAGE 210 OPERATING COST ADVANTAGE 210
DIFFERENTIATION ADVANTAGE 211 PRODUCT ADVANTAGE 211 SERVICE ADVANTAGE
212 REPUTATION ADVANTAGE 213 MARKETING ADVANTAGE 213 MARKET SHARE
ADVANTAGE 214 PRODUCT LINE ADVANTAGE 215 CHANNEL ADVANTAGE 216 KNOWLEDGE
AS A SOURCE OF ADVANTAGE 217 COMPETITOR INTELLIGENCE 219 BENCHMARK
COMPETITORS 219 COMPETITOR ANALYSIS 221 OBTAINING COMPETITOR
INTELLIGENCE 221 A SAMPLE COMPETITOR ANALYSIS 223 COMPETITIVE
BENCHMARKING 224 INDUSTRY ANALYSIS 226 BARRIERS TO ENTRY 226 BARRIERS TO
EXIT 227 CUSTOMER BUYING POWER 227 SUPPLIER SELLING POWER 227 PRODUCT
SUBSTITUTES 227 COMPETITIVE RIVALRY 228 THE PRISONER S DILEMMA 229
SUSTAINABLE ADVANTAGE 229 SUMMARY 230 MARKET-BASED STRATEGIC THINKING
231 MARKETING PERFORMANCE TOOLS 232 NOTES 232 APPENDIX 6.1 ESTIMATING AN
EXPERIENCE CURVE COEFFICIENT AND THE PERCENT EXPERIENCE CURVE 234
CONTENTS 13 CHAPTER 7 PRODUCT POSITIONING, BRANDING, AND PRODUCT LINE
STRATEGIES 239 PRODUCT POSITIONING 240 PRODUCT POSITIONING AND MARKET
SHARE 242 PRODUCT POSITIONING STRATEGIES 243 PRODUCTION POSITIONING AND
DIFFERENTIATION 245 PRODUCT DIFFERENTIATION 245 SERVICE DIFFERENTIATION
248 BRAND DIFFERENTIATION 249 LOW COST OF PURCHASE 250 BRANDING AND
BRAND MANAGEMENT STRATEGIES 251 BRAND IDENTITY 251 BRAND ENCODING 251
BRAND NAME DEVELOPMENT 255 CREATING A NEW BRAND NAME 256 BRAND EQUITY
257 BRAND ASSETS 257 BRAND LIABILITIES 259 BRAND EQUITY 259 BRAND AND
PRODUCT LINE STRATEGIES 261 PRODUCT LINE DEVELOPMENT 262 UMBRELLA AND
FLANKER BRANDS 262 PRODUCT LINE EXTENSIONS 264 BUNDLING AND UNBUNDLING
STRATEGIES 266 PRODUCT LINE SUBSTITUTION EFFECTS 268 PRODUCT LINE SCALE
EFFECTS 268 SUMMARY 269 MARKET-BASED STRATEGIC THINKING 270 MARKETING
PERFORMANCE TOOLS 271 NOTES 272 CHAPTER 8 VALUE-BASED PRICING AND
PRICING STRATEGIES 273 VALUE-BASED PRICING 274 VALUE-IN-USE PRICING 274
PERCEIVED-VALUE PRICING 276 PERFORMANCE-BASED PRICING 278 14 CONTENTS
PRICE-MARGIN MANAGEMENT 282 POCKET-PRICE BANDWIDTH 283 PRODUCT
LIFE-CYCLE PRICING STRATEGIES 285 SKIM PRICING 285 SINGLE-SEGMENT
PRICING 286 PENETRATION PRICING 287 LOW-COST-LEADER PRICING 288
MULTI-SEGMENT PRICING 288 PLUS-ONE PRICING 289 REDUCED-FOCUSED PRICING
290 HARVEST PRICING 290 PRICING AND PROFITABILITY 292 PRICE ELASTICITY
AND PROFITABILITY 294 INELASTIC PRICE MANAGEMENT 294 ELASTIC PRICE
MANAGEMENT 296 PRINCE AND BREAK-EVEN ANALYSIS 298 PRICE AND BREAK-EVEN
VOLUME 299 PRICE AND BREAK-EVEN MARKET SHARE 299 PRODUCT LINE PRICING
300 PRICING SUBSTITUTE PRODUCTS 300 PRICING COMPLEMENTARY PRODUCTS 301
SUMMARY 303 MARKET-BASED STRATEGIC THINKING 305 MARKETING PERFORMANCE
TOOLS 306 NOTES 307 CHAPTER 9 MARKETING CHANNELS AND CHANNEL MAPPING 309
CHANNEL MAPPING 310 MARKETING CHANNEL PERFORMANCE 313 CUSTOMER REACH 314
OPERATING EFFICIENCY 315 SERVICE QUALITY 316 ALTERNATIVE MARKETING
CHANNELS 317 DIRECT CHANNELS 318 INDIRECT CHANNELS 319 MIXED CHANNELS
319 B2C CHANNELS 319 CONTENTS 15 B2B CHANNELS 320 B2B AND B2C MARKETING
CHANNELS 322 MARKETING CHANNELS THAT IMPROVE CUSTOMER VALUE 322 PRODUCT
BENEFITS 323 SERVICE BENEFITS 323 BRAND IMAGE 325 COMPANY BENEFITS 325
IMPROVING COST EFFICIENCY 327 MARKETING CHANNELS AND COMPETITIVE
ADVANTAGE 329 SALES FORCE ADVANTAGE 329 SALES PRODUCTIVITY 329
DISTRIBUTION ADVANTAGE 330 PROFIT IMPACT OF ALTERNATIVE MARKETING
CHANNELS 331 SUMMARY 333 MARKET-BASED STRATEGIC THINKING 334 MARKETING
PERFORMANCE TOOLS 334 NOTES 335 CHAPTER 10 MARKETING COMMUNICATIONS AND
CUSTOMER RESPONSE 337 BUILDING ADVERTISING AWARENESS 341 CUSTOMER
RESPONSE INDEX 343 STRATEGIES TO INCREASE CUSTOMER RESPONSE 344 BUILDING
CUSTOMER AWARENESS AND COMPREHENSION 347 MEDIA SELECTION AND CUSTOMER
AWARENESS 347 MESSAGE FREQUENCY AND CUSTOMER AWARENESS 347 AD COPY AND
CUSTOMER RESPONSE 350 MESSAGE REINFORCEMENT 351 MESSAGE REINFORCEMENT
AND PULSING 351 HEAVY-UP MESSAGE FREQUENCY 352 STIMULATING CUSTOMER
ACTION 352 PULL VERSUS PUSH COMMUNICATIONS STRATEGIES 352 PULL
COMMUNICATIONS AND CUSTOMER RESPONSE 354 ADVERTISING ELASTICITY 354
ADVERTISING CARRYOVER EFFECTS 355 DIRECT MARKETING PROMOTIONS 357
PROMOTIONAL PRICE ELASTICITY 358 16 CONTENTS PUSH COMMUNICATIONS AND
CUSTOMER RESPONSE 359 TRADE PROMOTIONS AND CUSTOMER RESPONSE 359 MARKET
INFRASTRUCTURE AND PUSH COMMUNICATIONS 360 SUMMARY 361 MARKET-BASED
STRATEGIC THINKING 361 MARKETING PERFORMANCE TOOLS 362 NOTES 363 CHAPTER
11 PORTFOLIO ANALYSIS AND STRAGETIC MARKET PLANNING 367 STRATEGIC MARKET
PLANNING 368 PRODUCT LIFE CYCLE/MARKET SHARE PORTFOLIO 374 GE/MCKINSEY
PORTFOLIO ANALYSIS 375 MARKET ATTRACTIVENESS 376 COMPETITIVE POSITION
378 PORTFOLIO ANALYSIS AND STRATEGIC MARKET PLANS 380 OFFENSIVE
PORTFOLIO STRATEGY 382 DEFENSIVE PORTFOLIO STRATEGY 384 PORTFOLIO
DIVERSIFICATION 385 TWO LEVELS OF DIVERSIFICATION 385 MARKETING MIX
STRATEGY AND PERFORMANCE PLAN 387 MARKETING MIX STRATEGY 387 PERFORMANCE
PLAN 388 SUMMARY 391 MARKET-BASED STRATEGIC THINKING 392 MARKETING
PERFORMANCE TOOLS 393 NOTES 394 CHAPTER 12 OFFENSIVE STRATEGIES 395
STRATEGIC MARKET PLANS 396 OFFENSIVE STRATEGIC MARKET PLANS 397
OFFENSIVE CORE STRATEGY I: INVEST TO GROW SALES 399 OFFENSIVE STRATEGY
IA: GROW MARKET SHARE 399 OFFENSIVE STRATEGY IB: GROW REVENUE PER
CUSTOMER 400 OFFENSIVE STRATEGY IC: ENTER NEW MARKET SEGMENTS 401
OFFENSIVE STRATEGY ID: EXPAND MARKET DEMAND 402 CONTENTS 17 OFFENSIVE
CORE STRATEGY II: IMPROVE COMPETITIVE POSITION 404 OFFENSIVE STRATEGY
IIA: IMPROVE CUSTOMER LOYALTY AND RETENTION 405 OFFENSIVE STRATEGY IIB:
IMPROVE DIFFERENTIATION ADVANTAGE 405 OFFENSIVE STRATEGY IIC: LOWER
COSTS/IMPROVE MARKETING PRODUCTIVITY 406 OFFENSIVE STRATEGY IID: BUILD
MARKETING ADVANTAGE 406 OFFENSIVE CORE STRATEGY III: ENTER NEW MARKETS
407 OFFENSIVE STRATEGY IIIA: ENTER RELATED NEW MARKETS 407 OFFENSIVE
STRATEGY IIIB: ENTER UNRELATED NEW MARKETS 408 OFFENSIVE STRATEGY IIIC:
ENTER NEW EMERGING MARKETS 409 OFFENSIVE STRATEGY HID: DEVELOP NEW
MARKETS 410 CHOOSING OFFENSIVE STRATEGIC MARKET PLANS 411 SUMMARY 412
MARKET-BASED STRATEGIC THINKING 412 MARKETING PERFORMANCE TOOLS 413
NOTES 414 CHAPTER 13 DEFENSIVE STRATEGIES 415 DEFENSIVE STRATEGIC MARKET
PLANS 416 DEFENSIVE CORE STRATEGY I: PROTECT POSITION 419 DEFENSIVE
STRATEGY IA: PROTECT MARKET SHARE 419 DEFENSIVE STRATEGY IB: BUILD
CUSTOMER RETENTION 425 DEFENSIVE CORE STRATEGY II: OPTIMIZE POSITION 425
DEFENSIVE STRATEGY IIA: MAXIMIZE NET MARKETING CONTRIBUTION 426
DEFENSIVE STRATEGY IIB: REDUCE MARKET FOCUS 429 DEFENSIVE CORE STRATEGY
III: MONETIZE, HARVEST, OR DIVEST 430 DEFENSIVE STRATEGY IIIA: MANAGE
FOR CASH FLOW 430 DEFENSIVE STRATEGY IIIB: HARVEST OR DIVEST FOR CASH
FLOW 430 SELECTING A DEFENSIVE STRATEGY 433 SUMMARY 434 MARKET-BASED
STRATEGIC THINKING 435 MARKETING PERFORMANCE TOOLS 436 NOTES 436 CHAPTER
14 BUILDING A MARKETING PLAN 441 CREATIVITY VERSUS STRUCTURE 442
BENEFITS OF BUILDING A MARKET PLAN 443 18 CONTENTS IDENTIFYING
OPPORTUNITIES 443 LEVERAGING CORE CAPABILITIES 444 FOCUSED MARKET
STRATEGY 444 RESOURCE ALLOCATION 444 BUILDING A PERFORMANCE ROADMAP 444
BUILDING A MARKETING PLAN 445 PART I: SITUATION ANALYSIS*WHERE ARE WE
NOW? 445 STEP I: CURRENT SITUATION 447 STEP 2: SWOT ANALYSIS 456 PART
II: MARKETING STRATEGY*WHERE DO WE WANT TO GO? 457 STEP 3: STRATEGIC
MARKET PLAN 457 STEP 4: MARKETING MIX STRATEGY 459 PART III: PERFORMANCE
PLAN*WHAT IS THE EXPECTED IMPACT? 464 STEP 5: DEVELOP A REVENUE PLAN AND
MARKETING BUDGET 465 STEP 6: DEVELOP A PROFIT PLAN 468 STEP 7:
PERFORMANCE REVIEW 473 SUMMARY 474 MARKET-BASED STRATEGIC THINKING 475
MARKETING PERFORMANCE TOOLS 476 NOTES 476 CHAPTER 15 PERFORMANCE METRICS
AND STRATEGY IMPLEMENTATION 477 MARKETING PERFORMANCE METRICS 479
PROCESS VERSUS RESULT METRICS 481 PROCESS MARKETING PERFORMANCE METRICS
481 RESULT MARKETING PERFORMANCE METRICS 482 SUCCESSFUL STRATEGY
IMPLEMENTATION 483 MANAGING SUCCESSFUL STRATEGY IMPLEMENTATION 484
OWNING THE STRATEGIC MARKET PLAN 485 SUPPORTING THE STRATEGIC MARKET
PLAN 487 ADAPTING THE MARKET PLAN 489 ASSESSING THE IMPLEMENTATION OF A
MARKET PLAN 490 VARIANCE ANALYSIS 491 SUMMARY 495 MARKET-BASED STRATEGIC
THINKING 496 MARKETING PERFORMANCE TOOLS 497 NOTES 497 CONTENTS 19
CHAPTER 16 MARKET-BASED MANAGEMENT AND FINANCIAL PERFORMANCE 499 HOW TO
OVERWHELM CUSTOMERS AND SHAREHOLDERS 501 CUSTOMER SATISFACTION AND
PROFITABILITY 502 HOW MARKET STRATEGIES AFFECT PROFITABILITY 504
CUSTOMER VOLUME 504 MARGIN PER CUSTOMER 505 GROSS PROFIT 507 NET
MARKETING CONTRIBUTION 507 NET PROFIT (BEFORE TAXES) 507 HOW MARKET
STRATEGIES AFFECT ASSETS 508 INVESTMENT IN ACCOUNTS RECEIVABLE 508
INVESTMENT IN INVENTORY 509 INVESTMENT IN FIXED ASSETS 510 RETURN
MEASURES OF PROFITABILITY 510 MEASURES OF SHAREHOLDER VALUE 512
MARKET-BASED MANAGEMENT 514 SUMMARY 516 MARKET-BASED STRATEGIC THINKING
517 MARKETING PERFORMANCE TOOLS 517 NOTES 518 CREDITS 519 GLOSSARY 520
INDEX 529
|
| adam_txt |
IF Q IF ? M I E D IF 0 STRATEGIES FOR GROWING CUSTOMER VALUE AND
PROFITABILITY TOOEIR J. EMERITUS PROFESSOR OF MARKETING UNIVERSITY OF
OREGON PEARSON EDUCATION INTERNATIONAL PREFACE 20 ABOUT THE AUTHOR 26
ACKNOWLEDGMENTS 27 AGO CHAPTER 1 CUSTOMER FOCUS AND MANAGING CUSTOMER
LOYALTY 35 CUSTOMER FOCUS AND PROFITABILITY 36 HOW TO "UNDERWHELM"
CUSTOMERS AND SHAREHOLDERS 36 CUSTOMER FOCUS AND CUSTOMER SATISFACTION
37 CUSTOMER SATISFACTION: A KEY MARKETING PERFORMANCE METRIC 38 A
WIDE-ANGLE VIEW OF CUSTOMER SATISFACTION 39 DE-AVERAGING CUSTOMER
SATISFACTION AND CUSTOMER PROFITABILITY 40 PROFIT IMPACT OF CUSTOMER
DISSATISFACTION 43 PROFIT IMPACT OF CUSTOMER RETENTION 44 CUSTOMER
SATISFACTION AND CUSTOMER RETENTION 45 ESTIMATING CUSTOMER RETENTION 46
CUSTOMER RETENTION AND CUSTOMER LIFE EXPECTANCY 46 THE LIFETIME VALUE OF
A CUSTOMER 47 NET PROMOTER SCORE 49 CUSTOMER LOYALTY AND MANAGING
CUSTOMER LOYALTY 51 MEASURING CUSTOMER LOYALTY 51 MANAGING CUSTOMER
LOYALTY 52 TOP PERFORMERS 52 HIGH POTENTIALS 53 NEW OPPORTUNITIES 54
NONPROFITS 54 8 CONTENTS CUSTOMER FOCUS 56 CUSTOMER FOCUS AND MARKETING
KNOWLEDGE 56 CUSTOMER-FOCUSED BEHAVIORS AND PRACTICES 57 MARKETING
PERFORMANCE 58 MARKETING PROFITABILITY 58 SUMMARY 59 MARKET-BASED
STRATEGIC THINKING 60 MARKETING PERFORMANCE TOOLS 61 NOTES 62 APPENDIX
1.1 PRESENT VALUE TABLE 63 CHAPTER 2 MARKETING PERFORMANCE AND MARKETING
PROFITABILITY 65 MARKETING PERFORMANCE VERSUS FINANCIAL PERFORMANCE 66
MEASURING AND TRACKING MARKETING PERFORMANCE 67 A MARKET-BASED STRATEGY
68 MARKETING PERFORMANCE METRICS 69 INTERNAL VERSUS EXTERNAL PERFORMANCE
METRICS 70 PROCESS VERSUS RESULT MARKETING METRICS 71 PROFIT IMPACT OF
MARKETING PERFORMANCE METRICS 72 MARKETING PROFITABILITY AND PROFITS 72
MARKETING PROFITABILITY AND PERFORMANCE METRICS 74 MARKETING
PROFITABILITY AND PRODUCT LINES 76 MANAGING MARKETING PROFITABILITY*A
PRODUCT FOCUS 77 MANAGING MARKETING PROFITABILITY*A CUSTOMER FOCUS 79
PROFIT IMPACT OF MARKETING STRATEGIES 81 MARKET GROWTH STRATEGY 82
MARKET SHARE STRATEGY 83 CUSTOMER REVENUE STRATEGY 84 COST REDUCTION
STRATEGY 84 ADVERTISING STRATEGY 85 CHANNEL STRATEGY 85 BENCHMARKING
MARKETING PROFITABILITY 86 MARKETING RETURN ON SALES 87 MARKETING RETURN
ON INVESTMENT 88 PROFIT IMPACT OF MARKETING PROFITABILITY METRICS 89
MANAGING MARKETING PERFORMANCE AND MARKETING PROFITABILITY 90 SUMMARY 91
MARKET-BASED STRATEGIC THINKING 92 CONTENTS MARKETING PERFORMANCE TOOLS
93 NOTES 94 CHAPTER 3 MARKET POTENTIAL, MARKET DEMAND, AND MARKET SHARE
99 MARKET DEFINITION*WHAT BUSINESS ARE WE IN? 100 BROAD MARKET VISION
102 MARKET POTENTIAL 103 MARKET DEVELOPMENT INDEX 107 UNTAPPED MARKET
POTENTIAL 107 MARKET POTENTIAL AND MARKET GROWTH 109 MANAGING MARKET
GROWTH 110 ACCELERATING MARKET GROWTH 111 CUSTOMER ADOPTION FORCES 112
PRODUCT ADOPTION FORCES 113 PRODUCT-MARKET VERSUS PRODUCT LIFE CYCLE 114
PRODUCT LIFE-CYCLE DEMAND AND PROFITS 115 MARKET DEMAND AND PRICES 116
PRODUCT LIFE-CYCLE MARGINS AND MARKETING EXPENSES 118 PRODUCT LIFE CYCLE
AND MARKETING PROFITABILITY 119 SHARE PERFORMANCE METRICS 121 MARKET
SHARE INDEX 124 SHARE POTENTIAL AND MARKET SHARE MANAGEMENT 124 MARKET
SHARE POTENTIAL 125 SHARE DEVELOPMENT INDEX 126 SUMMARY 127 MARKET-BASED
STRATEGIC THINKING 128 MARKETING PERFORMANCE TOOLS 129 NOTES 129 CHAPTER
4 THE CUSTOMER EXPERIENCE AND VALUE CREATION 131 THE TOTAL CUSTOMER
EXPERIENCE 132 EMPATHIC DESIGN 132 HYPOTHETICAL VIDEOS: CURRENT VERSUS
DESIRED CUSTOMER EXPERIENCE 133 10 CONTENTS THE CUSTOMER EXPERIENCE OF
LEAD USERS 134 REVERSE INNOVATION*INVENT TO ORDER 136 MANAGING CUSTOMER
TOUCH POINTS 137 MASS COLLABORATION 138 PROSUMERS*CUSTOMERS AS
CO-INVENTORS 140 PARTNERS*ENGAGING PROFESSIONALS 140
SUPPLIERS*LEVERAGING SUPPLIER PARTICIPATION 140 EMPLOYEES*AN
UNDER-LEVERAGED OPPORTUNITY 141 LIFE-CYCLE COST AND CUSTOMER VALUE 141
PRICE PAID 143 ACQUISITION COSTS 143 USAGE COSTS 144 OWNERSHIP COSTS 145
MAINTENANCE COSTS 145 DISPOSAL COSTS 146 PRICE-PERFORMANCE AND VALUE
CREATION 147 RELATIVE PERFORMANCE 147 RELATIVE PRICE 148 CUSTOMER VALUE
149 VALUE MAPPING 150 PERCEIVED BENEFITS AND VALUE CREATION 150 PRODUCT
BENEFITS 150 SERVICE BENEFITS 151 COMPANY OR BRAND BENEFITS 152 OVERALL
CUSTOMER BENEFITS 153 COST OF PURCHASE INDEX 153 CUSTOMER VALUE INDEX
154 EMOTION BENEFITS AND VALUE CREATION 156 EMOTIONAL BENEFITS AND
PSYCHOLOGICAL VALUE 156 BRAND PERSONALITY AND VALUE CREATION 157
TRANSACTION COST AND VALUE CREATION 158 SPACE VALUE 158 TRANSACTION
VALUE 159 VALUE CREATION ACROSS THE SUPPLY CHAIN 159 IDENTIFYING VALUE
DRIVERS 160 CUSTOMER PREFERENCES 161 CUSTOMER VALUE 162 SUMMARY 163
MARKET-BASED STRATEGIC THINKING 165 CONTENTS 111 MARKETING PERFORMANCE
TOOLS 166 NOTES 167 APPENDIX 4.1 TRADE-OFF ANALYSIS COMPUTATIONS 168
CHAPTER 5 MARKET SEGMENTATION AND SEGMENTATION STRATEGIES 169
NEEDS-BASED MARKET SEGMENTATION 170 CUSTOMER NEEDS 173 FORCES THAT SHAPE
CONSUMER MARKET NEEDS 173 DEMOGRAPHIC INFLUENCES 174 LIFESTYLE
INFLUENCES 174 USAGE BEHAVIORS 174 FORCES THAT SHAPE BUSINESS MARKET
NEEDS 174 FIRM DEMOGRAPHICS 175 BUSINESS CULTURE 175 USAGE BEHAVIORS 176
NEEDS-BASED MARKET SEGMENTATION 176 THE DEMOGRAPHIC TRAP 177 NEEDS-BASED
MARKET SEGMENTS 178 SEGMENT IDENTIFICATION 179 SEGMENT ATTRACTIVENESS
180 SEGMENT PROFITABILITY 181 SEGMENT POSITIONING 184 SEGMENT STRATEGY
ACID TEST 185 SEGMENT MARKETING MIX STRATEGY 186 SEGMENTATION STRATEGIES
187 MASS-MARKET STRATEGY 187 LARGE-SEGMENT STRATEGY 187 ADJACENT-SEGMENT
STRATEGY 188 MULTI-SEGMENT STRATEGIES 189 SMALL-SEGMENT STRATEGY 191
NICHE-SEGMENT STRATEGIES 191 SUB-SEGMENT STRATEGIES 191 CUSTOMER
RELATIONSHIP MARKETING 193 CUSTOMER VALUE VERSUS COMPANY VALUE 194
DATABASE MARKETING 195 MASS PERSONALIZATION 196 MASS CUSTOMIZATION 196
CUSTOMER RELATIONSHIP MANAGEMENT 197 SUMMARY 199 MARKET-BASED STRATEGIC
THINKING 200 12 CONTENTS MARKETING PERFORMANCE TOOLS 201 NOTES 202
CHAPTER 6 COMPETITOR ANALYSIS AND SOURCES OF ADVANTAGE 205 SOURCES OF
COMPETITIVE ADVANTAGE 207 COST ADVANTAGE 207 VARIABLE COST ADVANTAGE 208
MARKETING COST ADVANTAGE 210 OPERATING COST ADVANTAGE 210
DIFFERENTIATION ADVANTAGE 211 PRODUCT ADVANTAGE 211 SERVICE ADVANTAGE
212 REPUTATION ADVANTAGE 213 MARKETING ADVANTAGE 213 MARKET SHARE
ADVANTAGE 214 PRODUCT LINE ADVANTAGE 215 CHANNEL ADVANTAGE 216 KNOWLEDGE
AS A SOURCE OF ADVANTAGE 217 COMPETITOR INTELLIGENCE 219 BENCHMARK
COMPETITORS 219 COMPETITOR ANALYSIS 221 OBTAINING COMPETITOR
INTELLIGENCE 221 A SAMPLE COMPETITOR ANALYSIS 223 COMPETITIVE
BENCHMARKING 224 INDUSTRY ANALYSIS 226 BARRIERS TO ENTRY 226 BARRIERS TO
EXIT 227 CUSTOMER BUYING POWER 227 SUPPLIER SELLING POWER 227 PRODUCT
SUBSTITUTES 227 COMPETITIVE RIVALRY 228 THE PRISONER'S DILEMMA 229
SUSTAINABLE ADVANTAGE 229 SUMMARY 230 MARKET-BASED STRATEGIC THINKING
231 MARKETING PERFORMANCE TOOLS 232 NOTES 232 APPENDIX 6.1 ESTIMATING AN
EXPERIENCE CURVE COEFFICIENT AND THE PERCENT EXPERIENCE CURVE 234
CONTENTS 13 CHAPTER 7 PRODUCT POSITIONING, BRANDING, AND PRODUCT LINE
STRATEGIES 239 PRODUCT POSITIONING 240 PRODUCT POSITIONING AND MARKET
SHARE 242 PRODUCT POSITIONING STRATEGIES 243 PRODUCTION POSITIONING AND
DIFFERENTIATION 245 PRODUCT DIFFERENTIATION 245 SERVICE DIFFERENTIATION
248 BRAND DIFFERENTIATION 249 LOW COST OF PURCHASE 250 BRANDING AND
BRAND MANAGEMENT STRATEGIES 251 BRAND IDENTITY 251 BRAND ENCODING 251
BRAND NAME DEVELOPMENT 255 CREATING A NEW BRAND NAME 256 BRAND EQUITY
257 BRAND ASSETS 257 BRAND LIABILITIES 259 BRAND EQUITY 259 BRAND AND
PRODUCT LINE STRATEGIES 261 PRODUCT LINE DEVELOPMENT 262 UMBRELLA AND
FLANKER BRANDS 262 PRODUCT LINE EXTENSIONS 264 BUNDLING AND UNBUNDLING
STRATEGIES 266 PRODUCT LINE SUBSTITUTION EFFECTS 268 PRODUCT LINE SCALE
EFFECTS 268 SUMMARY 269 MARKET-BASED STRATEGIC THINKING 270 MARKETING
PERFORMANCE TOOLS 271 NOTES 272 CHAPTER 8 VALUE-BASED PRICING AND
PRICING STRATEGIES 273 VALUE-BASED PRICING 274 VALUE-IN-USE PRICING 274
PERCEIVED-VALUE PRICING 276 PERFORMANCE-BASED PRICING 278 14 CONTENTS
PRICE-MARGIN MANAGEMENT 282 POCKET-PRICE BANDWIDTH 283 PRODUCT
LIFE-CYCLE PRICING STRATEGIES 285 SKIM PRICING 285 SINGLE-SEGMENT
PRICING 286 PENETRATION PRICING 287 LOW-COST-LEADER PRICING 288
MULTI-SEGMENT PRICING 288 PLUS-ONE PRICING 289 REDUCED-FOCUSED PRICING
290 HARVEST PRICING 290 PRICING AND PROFITABILITY 292 PRICE ELASTICITY
AND PROFITABILITY 294 INELASTIC PRICE MANAGEMENT 294 ELASTIC PRICE
MANAGEMENT 296 PRINCE AND BREAK-EVEN ANALYSIS 298 PRICE AND BREAK-EVEN
VOLUME 299 PRICE AND BREAK-EVEN MARKET SHARE 299 PRODUCT LINE PRICING
300 PRICING SUBSTITUTE PRODUCTS 300 PRICING COMPLEMENTARY PRODUCTS 301
SUMMARY 303 MARKET-BASED STRATEGIC THINKING 305 MARKETING PERFORMANCE
TOOLS 306 NOTES 307 CHAPTER 9 MARKETING CHANNELS AND CHANNEL MAPPING 309
CHANNEL MAPPING 310 MARKETING CHANNEL PERFORMANCE 313 CUSTOMER REACH 314
OPERATING EFFICIENCY 315 SERVICE QUALITY 316 ALTERNATIVE MARKETING
CHANNELS 317 DIRECT CHANNELS 318 INDIRECT CHANNELS 319 MIXED CHANNELS
319 B2C CHANNELS 319 CONTENTS 15 B2B CHANNELS 320 B2B AND B2C MARKETING
CHANNELS 322 MARKETING CHANNELS THAT IMPROVE CUSTOMER VALUE 322 PRODUCT
BENEFITS 323 SERVICE BENEFITS 323 BRAND IMAGE 325 COMPANY BENEFITS 325
IMPROVING COST EFFICIENCY 327 MARKETING CHANNELS AND COMPETITIVE
ADVANTAGE 329 SALES FORCE ADVANTAGE 329 SALES PRODUCTIVITY 329
DISTRIBUTION ADVANTAGE 330 PROFIT IMPACT OF ALTERNATIVE MARKETING
CHANNELS 331 SUMMARY 333 MARKET-BASED STRATEGIC THINKING 334 MARKETING
PERFORMANCE TOOLS 334 NOTES 335 CHAPTER 10 MARKETING COMMUNICATIONS AND
CUSTOMER RESPONSE 337 BUILDING ADVERTISING AWARENESS 341 CUSTOMER
RESPONSE INDEX 343 STRATEGIES TO INCREASE CUSTOMER RESPONSE 344 BUILDING
CUSTOMER AWARENESS AND COMPREHENSION 347 MEDIA SELECTION AND CUSTOMER
AWARENESS 347 MESSAGE FREQUENCY AND CUSTOMER AWARENESS 347 AD COPY AND
CUSTOMER RESPONSE 350 MESSAGE REINFORCEMENT 351 MESSAGE REINFORCEMENT
AND PULSING 351 HEAVY-UP MESSAGE FREQUENCY 352 STIMULATING CUSTOMER
ACTION 352 PULL VERSUS PUSH COMMUNICATIONS STRATEGIES 352 PULL
COMMUNICATIONS AND CUSTOMER RESPONSE 354 ADVERTISING ELASTICITY 354
ADVERTISING CARRYOVER EFFECTS 355 DIRECT MARKETING PROMOTIONS 357
PROMOTIONAL PRICE ELASTICITY 358 16 CONTENTS PUSH COMMUNICATIONS AND
CUSTOMER RESPONSE 359 TRADE PROMOTIONS AND CUSTOMER RESPONSE 359 MARKET
INFRASTRUCTURE AND PUSH COMMUNICATIONS 360 SUMMARY 361 MARKET-BASED
STRATEGIC THINKING 361 MARKETING PERFORMANCE TOOLS 362 NOTES 363 CHAPTER
11 PORTFOLIO ANALYSIS AND STRAGETIC MARKET PLANNING 367 STRATEGIC MARKET
PLANNING 368 PRODUCT LIFE CYCLE/MARKET SHARE PORTFOLIO 374 GE/MCKINSEY
PORTFOLIO ANALYSIS 375 MARKET ATTRACTIVENESS 376 COMPETITIVE POSITION
378 PORTFOLIO ANALYSIS AND STRATEGIC MARKET PLANS 380 OFFENSIVE
PORTFOLIO STRATEGY 382 DEFENSIVE PORTFOLIO STRATEGY 384 PORTFOLIO
DIVERSIFICATION 385 TWO LEVELS OF DIVERSIFICATION 385 MARKETING MIX
STRATEGY AND PERFORMANCE PLAN 387 MARKETING MIX STRATEGY 387 PERFORMANCE
PLAN 388 SUMMARY 391 MARKET-BASED STRATEGIC THINKING 392 MARKETING
PERFORMANCE TOOLS 393 NOTES 394 CHAPTER 12 OFFENSIVE STRATEGIES 395
STRATEGIC MARKET PLANS 396 OFFENSIVE STRATEGIC MARKET PLANS 397
OFFENSIVE CORE STRATEGY I: INVEST TO GROW SALES 399 OFFENSIVE STRATEGY
IA: GROW MARKET SHARE 399 OFFENSIVE STRATEGY IB: GROW REVENUE PER
CUSTOMER 400 OFFENSIVE STRATEGY IC: ENTER NEW MARKET SEGMENTS 401
OFFENSIVE STRATEGY ID: EXPAND MARKET DEMAND 402 CONTENTS 17 OFFENSIVE
CORE STRATEGY II: IMPROVE COMPETITIVE POSITION 404 OFFENSIVE STRATEGY
IIA: IMPROVE CUSTOMER LOYALTY AND RETENTION 405 OFFENSIVE STRATEGY IIB:
IMPROVE DIFFERENTIATION ADVANTAGE 405 OFFENSIVE STRATEGY IIC: LOWER
COSTS/IMPROVE MARKETING PRODUCTIVITY 406 OFFENSIVE STRATEGY IID: BUILD
MARKETING ADVANTAGE 406 OFFENSIVE CORE STRATEGY III: ENTER NEW MARKETS
407 OFFENSIVE STRATEGY IIIA: ENTER RELATED NEW MARKETS 407 OFFENSIVE
STRATEGY IIIB: ENTER UNRELATED NEW MARKETS 408 OFFENSIVE STRATEGY IIIC:
ENTER NEW EMERGING MARKETS 409 OFFENSIVE STRATEGY HID: DEVELOP NEW
MARKETS 410 CHOOSING OFFENSIVE STRATEGIC MARKET PLANS 411 SUMMARY 412
MARKET-BASED STRATEGIC THINKING 412 MARKETING PERFORMANCE TOOLS 413
NOTES 414 CHAPTER 13 DEFENSIVE STRATEGIES 415 DEFENSIVE STRATEGIC MARKET
PLANS 416 DEFENSIVE CORE STRATEGY I: PROTECT POSITION 419 DEFENSIVE
STRATEGY IA: PROTECT MARKET SHARE 419 DEFENSIVE STRATEGY IB: BUILD
CUSTOMER RETENTION 425 DEFENSIVE CORE STRATEGY II: OPTIMIZE POSITION 425
DEFENSIVE STRATEGY IIA: MAXIMIZE NET MARKETING CONTRIBUTION 426
DEFENSIVE STRATEGY IIB: REDUCE MARKET FOCUS 429 DEFENSIVE CORE STRATEGY
III: MONETIZE, HARVEST, OR DIVEST 430 DEFENSIVE STRATEGY IIIA: MANAGE
FOR CASH FLOW 430 DEFENSIVE STRATEGY IIIB: HARVEST OR DIVEST FOR CASH
FLOW 430 SELECTING A DEFENSIVE STRATEGY 433 SUMMARY 434 MARKET-BASED
STRATEGIC THINKING 435 MARKETING PERFORMANCE TOOLS 436 NOTES 436 CHAPTER
14 BUILDING A MARKETING PLAN 441 CREATIVITY VERSUS STRUCTURE 442
BENEFITS OF BUILDING A MARKET PLAN 443 18 CONTENTS IDENTIFYING
OPPORTUNITIES 443 LEVERAGING CORE CAPABILITIES 444 FOCUSED MARKET
STRATEGY 444 RESOURCE ALLOCATION 444 BUILDING A PERFORMANCE ROADMAP 444
BUILDING A MARKETING PLAN 445 PART I: SITUATION ANALYSIS*WHERE ARE WE
NOW? 445 STEP I: CURRENT SITUATION 447 STEP 2: SWOT ANALYSIS 456 PART
II: MARKETING STRATEGY*WHERE DO WE WANT TO GO? 457 STEP 3: STRATEGIC
MARKET PLAN 457 STEP 4: MARKETING MIX STRATEGY 459 PART III: PERFORMANCE
PLAN*WHAT IS THE EXPECTED IMPACT? 464 STEP 5: DEVELOP A REVENUE PLAN AND
MARKETING BUDGET 465 STEP 6: DEVELOP A PROFIT PLAN 468 STEP 7:
PERFORMANCE REVIEW 473 SUMMARY 474 MARKET-BASED STRATEGIC THINKING 475
MARKETING PERFORMANCE TOOLS 476 NOTES 476 CHAPTER 15 PERFORMANCE METRICS
AND STRATEGY IMPLEMENTATION 477 MARKETING PERFORMANCE METRICS 479
PROCESS VERSUS RESULT METRICS 481 PROCESS MARKETING PERFORMANCE METRICS
481 RESULT MARKETING PERFORMANCE METRICS 482 SUCCESSFUL STRATEGY
IMPLEMENTATION 483 MANAGING SUCCESSFUL STRATEGY IMPLEMENTATION 484
OWNING THE STRATEGIC MARKET PLAN 485 SUPPORTING THE STRATEGIC MARKET
PLAN 487 ADAPTING THE MARKET PLAN 489 ASSESSING THE IMPLEMENTATION OF A
MARKET PLAN 490 VARIANCE ANALYSIS 491 SUMMARY 495 MARKET-BASED STRATEGIC
THINKING 496 MARKETING PERFORMANCE TOOLS 497 NOTES 497 CONTENTS 19
CHAPTER 16 MARKET-BASED MANAGEMENT AND FINANCIAL PERFORMANCE 499 HOW TO
OVERWHELM CUSTOMERS AND SHAREHOLDERS 501 CUSTOMER SATISFACTION AND
PROFITABILITY 502 HOW MARKET STRATEGIES AFFECT PROFITABILITY 504
CUSTOMER VOLUME 504 MARGIN PER CUSTOMER 505 GROSS PROFIT 507 NET
MARKETING CONTRIBUTION 507 NET PROFIT (BEFORE TAXES) 507 HOW MARKET
STRATEGIES AFFECT ASSETS 508 INVESTMENT IN ACCOUNTS RECEIVABLE 508
INVESTMENT IN INVENTORY 509 INVESTMENT IN FIXED ASSETS 510 RETURN
MEASURES OF PROFITABILITY 510 MEASURES OF SHAREHOLDER VALUE 512
MARKET-BASED MANAGEMENT 514 SUMMARY 516 MARKET-BASED STRATEGIC THINKING
517 MARKETING PERFORMANCE TOOLS 517 NOTES 518 CREDITS 519 GLOSSARY 520
INDEX 529 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Best, Roger J. |
| author_facet | Best, Roger J. |
| author_role | aut |
| author_sort | Best, Roger J. |
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| bvnumber | BV023273702 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
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| ctrlnum | (OCoLC)254182476 (DE-599)BVBBV023273702 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 5. ed., internat. ed. |
| format | Book |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T20:37:00Z |
| indexdate | 2024-07-09T21:14:41Z |
| institution | BVB |
| isbn | 9780132336536 9780138133962 0138133964 |
| language | English |
| lccn | 2008004557 |
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| physical | 545 S. |
| publishDate | 2009 |
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| spelling | Best, Roger J. Verfasser aut Market-based management strategies for growing customer value and profitability Roger J. Best 5. ed., internat. ed. Upper Saddle River, N.J. Pearson/Prentice Hall 2009 545 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016458652&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Best, Roger J. Market-based management strategies for growing customer value and profitability Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Market-based management strategies for growing customer value and profitability |
| title_auth | Market-based management strategies for growing customer value and profitability |
| title_exact_search | Market-based management strategies for growing customer value and profitability |
| title_exact_search_txtP | Market-based management strategies for growing customer value and profitability |
| title_full | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_fullStr | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_full_unstemmed | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_short | Market-based management |
| title_sort | market based management strategies for growing customer value and profitability |
| title_sub | strategies for growing customer value and profitability |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016458652&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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