营销管理提升顾客价值和利润增长的战略（第四版）
内容简介
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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。
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目录
PrefaceAbouttheAuthorAcknowledgmentsPartIMarketOrientationandPerformanceChapter1CustomerFocusandManagingCustomerLoyaltyCustomerFocusandProfitabilityHowtoUnderwhelmCustomersandShareholdersCustomerStaisfaction:AKeyMarketingPerformanceMetricAWide-AngleViewofCustomerSatisfactionDe-AveragingCustomerSatisfactionandCustomerProfitabilityProfitImpactofCustomerDissatisfaction……Chapter2MarketingPerformanceandMarketingProfitabilityPartIIMarketAnalysisChapter3MarketPotential,Marketdemand,andMarketShareChapter4CustomerAnalysisandValueCreationChapter5MarketSegmentationandCustomerRelationshipMarketingChapter6CompetitorAnalysisandSourcesofAdvantagePartIIImarketingMixStrategiesChapter7ProductPositioning,Branding,andProduct-LineStrategiesChapter8Market-BasedPricingandPricingStrategiesChapter9MarketingChannelsandE-MarketingChapter10MarketingCommunicationsandCustomerResponsePartIVStrategicMarketingChapter11StrategicMarketPlanningChapter12OffensiveStrategiesChapter13DefensiveStrategiesPartVmarketingPlansandPerformanceChapter14BuildingaMarketingPlanChapter15PerformanceMetricsandStrategyImplementationChapter16Market-BasedManagementandFinancialPerformanceGlossaryCreditsIndes
封面
书名:营销管理提升顾客价值和利润增长的战略（第四版）
作者:贝斯特（BestR.J.）
页数:506
定价:¥48.0
出版社:北京大学出版社
出版日期:2006-01-01
ISBN:9787301096543
PDF电子书大小:59MB 高清扫描完整版