Roger's Best book is unique in that every chapter is performance-based. By presenting 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. The Third Editon is paperback and a managebable 430 pages, making it ideal for instructors who supplement with cases and/or simulations.

Table of Contents

I. MARKET-BASED MANAGEMENT.

1. Market Orientation and Performance.

2. Marketing Metrics and Marketing Profitability.



II. MARKET ANALYSIS.

3. Market Demand and Market Share.

4. Customer Analysis and Value Creation.

5. Market Segmentation and Segmentation Strategies.

6. Competitor Analysis and Competitive Advantage.



III. MARKETING MIX STRATEGIES.

7. Product Positioning and Brand Management.

8. Pricing and Pricing Strategies.

9. Marketing Channels and E-Marketing Systems.

10. Marketing Communications and Sales Response.



IV. STRATEGIC MARKETING.

11. Strategic Market Planning.

12. Offensive Marketing Strategies.

13. Defensive Marketing Strategies.



V. MARKETING PLANS and PROFITABLE GROWTH.

14. Building a Marketing Plan.

15. Implementing a Marketing Plan.

16. Profit Impact of Marketing Strategies.