Description
Part I: Market Orientation and Marketing Performance Chapter 1: Customer Focus, Customer Performance and Profit Impact Chapter 2: Marketing Metrics and Marketing Profitability Part II: Market Analysis Chapter 3: Market Potential, Market Demand, and Market Share Chapter 4: The Customer Experience and Value Creation Chapter 5: Market Segmentation and Segmentation Strategies Chapter 6: Competitive Position and Sources of Advantage Part III: Marketing Mix Strategies Chapter 7: Product Positioning, Branding, and Product Line Strategies Chapter 8: Value-Based Pricing and Pricing Strategies Chapter 9: Marketing Channels and Channel Mapping Part IV: Strategic Marketing Chapter 10: Portfolio Analysis and Strategic Market Planning Chapter 11: Strategic Defensive Strategies Chapter 12: Strategic Offensive Strategies Part V: Marketing Plans and Performance Chapter 13: Building a Marketing Plan Chapter 14: Marketing Metrics, Performance, and Strategy Implementation Chapter 15: Market-Based Management and Financial Performance
