Market-based Management: Strategies for Growing Customer Value and Profitability
- ISBN-10
- 0131469568
- ISBN-13
- 9780131469563
- Category
- Customer loyalty
- Pages
- 506
- Language
- English
- Published
- 2005
- Publisher
- Prentice Hall
- Author
- Roger J. Best
Description
For MBA level Marketing Management and/or Marketing Strategy courses, or a capstone undergraduate marketing course. Strategic, applied, and performance-oriented. While most textbooks in this area stress concepts and theory, Market-Based Management, 4e, incorporates a more strategic and applied approach. External performance metrics of a business are emphasized and actual measurement tools are provided. Its streamlined organization makes it ideal for courses in which outside cases and readings will be assigned.
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