目录 Preface About the Author Acknowledgments Part I Market Orientation and Performance Chapter 1 Customer Focus and Managing Customer Loyalty Customer Focus and Profitability How to Underwhelm Customers and Shareholders Customer Staisfaction:A Key Marketing Performance Metric A Wide-Angle View of Customer Satisfaction De-Averaging Customer Satisfaction and Customer Profitability Profit Impact of Customer Dissatisfaction …… Chapter 2 Marketing Performance and Marketing Profitability Part II Market Analysis Chapter 3 Market Potential,Market demand,and Market Share Chapter 4 Customer Analysis and Value Creation Chapter 5 Market Segmentation and Customer Relationship Marketing Chapter 6 Competitor Analysis and Sources of Advantage Part III marketing Mix Strategies Chapter 7 Product Positioning,Branding,and Product-Line Strategies Chapter 8 Market-Based Pricing and Pricing Strategies Chapter 9 Marketing Channels and E-Marketing Chapter 10 Marketing Communications and Customer Response Part IV Strategic Marketing Chapter 11 Strategic Market Planning Chapter 12 Offensive Strategies Chapter 13 Defensive Strategies Part V marketing Plans and Performance Chapter 14 Building a Marketing Plan Chapter 15 Performance Metrics and Strategy Implementation Chapter 16 Market-Based Management and Financial Performance Glossary Credits Indes
以下为对购买帮助不大的评价