By Roger Best
Descripción: Managing dissatisfied customers is equally important, as dissatisfied customers are often unprofitable and likely to share their dissatisfaction. Social networking sites and other Internet communication channels make it easier than ever for dissatisfied customers to share their experiences with large numbers of other individuals.
Contenido: Glossary
1. Customer Focus, Customer Performance and Profit Impact
2. Marketing Metrics and Marketing Profitability
3. Market Potential, Market Demand, and Market Share
4. The Customer Experience and Value Creation
5. Market Segmentation and Segmentation Strategies
6. Competitive Position and Sources of Advantage
7. Product Positioning, Branding, and Product Line Strategies
8. Value-Based Pricing and Pricing Strategies
9. Marketing Communications, Social Media, and Customer Response
10. Portfolio Analysis and Strategic Market Planning
11. Defensive Strategies
12. Offensive Strategies
13. Building a Marketing Plan
14. Marketing Metrics, Performance, and Strategy Implementation
15. Market-Based Management and Financial Performance
Material: