The strength of the book retains its focus on performance orientation and the processes and tools for building marketing strategies that deliver superior levels of customer satisfaction, value, and profitability.The differentiating feature of this book is its focus on marketing performance and marketing profitability and accomplish this is with market-driven strategies that attract, satisfy, and retain target customers with a value that is superior to competing products or services.



Table of Contents:



Part I. Market orientation and performance

Chapter 1. Customer focus and managing customer loyalty

Chapter 2. Marketing performance 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. Competitor analysis and source 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

Chapter 10. Marketing communications and customer response



Part IV. Strategic marketing

Chapter 11. Portfolio analysis and strategic market planning

Chapter 12. Offensive strategies

Chapter 13. Defensive strategies



Part V. Marketing plans and performance

Chpater 14. Building a marketing plan

Chapter 15. Performance metrics and strategy implementation

Chapter 16. Market-based management and financial performance