Market-Based Management - Tapa blanda

"I especially like the financial analysis components of each chapter. I put a lot of stress on these and feel that this is perhaps the major strength of the text." - Ron Goldsmith, Florida State University "What this textbook teaches about the profit impact of customer satisfaction is in valuable. What it teaches about Net Marketing Contribution is a revelation." #151; Glenn Christensen, Brigham Young University "Thanks, Roger, for bringing this book out! It's been a refreshing change from all the terminology-heavy, principles-like other texts that claim to be marketing management texts. Our students need concepts, models, and tools like those you've offered that they can use in their decision-making processes." - Douglas J. Lincoln, Boise State University, editor of the Journal of Marketing Education "The concepts are interesting, very well explained, and provide useful conceptual and applied tools for the students. It fits very well with my focus on integrating theory with applied, hands-on tools for the students before they enter the marketplace." - Torsten Ringberg, University of Wisconsin-Milwaukee

For marketing management and marketing strategy courses (MBA and advanced undergraduate). Market-Based Management is unique in that every chapter is performance-based. While other texts emphasize concepts and theory, Roger Best presents a more strategic and applied approach. Students learn not only how to define marketing concepts but also how to apply them. Value-based marketing and profitability are also emphasized throughout. Paperback and a manageable 400 pages means this text is ideal for instructors who supplement it with cases and/or simulations.