营销管理:提升顾客价值和利润增长的战略

正版保障假一赔十可开发票

28.76 6.0折 48 全新

库存3件

广东广州

认证卖家担保交易快速发货售后保障

作者贝斯特（Best，R.J.）

出版社北京大学出版社

ISBN9787301096543

出版时间2006-01

装帧平装

开本16开

定价48元

货号1312849

上书时间2023-06-19

已实名已认证进店收藏店铺

商品描述: 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

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