Market-Based Management: Strategies for Growing Customer Value and Profitability

by Roger J. Best

Using an applied approach that focuses on market orientation, marketing strategy, and market-based management, this book details the connections between a market-driven strategy, customer-value, and profitable growth. It outlines the tools and techniques for delivering higher levels of customer satisfaction, marketing productivity and efficiency, and overall profitability and shareholder value. Contains consumer examples throughout. Market-Based Management. Market Definition Potential, and Demand. Customer Analysis and Value Creation. Market Segmentation and Segmentation Strategies. Competitor Analysis and Competitive Position. Product Positioning and Product Strategies. Market-Based Pricing and Pricing Strategies. Marketing Channels and Sales Systems. Marketing Communications and Customer Response. Offensive Marketing Strategies. Defensive Marketing Strategies. Global Marketing Strategies. Developing a Marketing Plan. Strategy Implementation and Performance Metrics. Market-Based Strategies and Profitable Growth. For marketing managers.

Genres: Business, Textbooks, School, Nonfiction

Paperback

First published December 28, 1996

Reviews

[Denis Vasilev · Rating 5 out of 5]

Отличная книга про маркетинг с ориентацией на рынок. Интересно и логично про эффективность маркетинга. Хороший экскурс в стратегический маркетинг

[Sergey Morovshik · Rating 4 out of 5]

Хорошо и подробно описана маркетинг и стратегия. Как построить маркетинговый план. Много примеров, как все измерить и принять решение. Отличная книга, я рекомендую всем отвественности за продажи и продвижение прочитать.

[Pavel Annenkov · Rating 5 out of 5]

О ЧЕМ КНИГА:
Я бы даже назвал эту книгу учебником по маркетингу. Но здесь редкий случай, когда отличная теория дополняется хорошими практическими примерами из реального бизнеса. Книга должна стать настольной для каждого владельца компании и маркетолога.

КАКАЯ БЫЛА ЦЕЛЬ ЧТЕНИЯ:
На самом верхнем уровне разобраться в роли маркетинга в компании

ГЛАВНЫЕ ВЫВОДЫ:
- Надо четко разделять опережающие и запаздывающие показатели маркетинга.

- В успешных компаниях (Cisco Systems, Microsoft, Oracle, SAP) расходы на маркетинг и продажи держатся вокруг 80% от SGA (Общие, административные и коммерческие расходы)

- В В2В продажах важнее выявить сегменты, которыми не следует заниматься, чем сегментировать целевых клиентов.

- ROI маркетинга - это еще далеко не всё, что показывает нам эффективность вложений в маркетинг. Нельзя чрезмерно увлекаться этим показателем бизнеса.

ЧТО Я БУДУ ПРИМЕНЯТЬ:
- Буду проводить анализ привлекательности нового сегмента клиентов по трем показателям:
1. Рыночный спрос(размер рынка, темпы роста и потенциал)
2. Интенсивность конкуренции(количество конкурентов и легкость входа на рынок)
3. Доступ к рынку(доступ к каналам продаж, размер вложений в маркетинг)

- Буду всегда считать не только ROI, но и чистую эффективность маркетинговых мероприятий (NMC) отдельно по каждому направлению.

ЕЩЕ НА ЭТУ ТЕМУ:
Фил Барден "Взлом маркетинга"

[William King]

The best book about marketing I want to read

[Mark Oppenlander · Rating 2 out of 5]

This textbook emphasizes how important having a market-based strategy is to starting, growing or maintaining a successful business. Much of the book focuses on the specific marketing metrics that executives in a market-based business might use to drive success.

Although I found the overall discussion of market orientation and the description of specific marketing measures helpful, I found two things problematic. First, there was a good deal of emphasis on how marketing metrics can be leading indicators for growths in revenues and profits. Although I am sure that the author's goal is (at least in part) to give the everyday marketing executive something to which his or her CEO will actually pay attention, it seems that by emphasizing this point, we once again assume that the purpose of a business is to make money. I'm tired of that assumption. Second, many of the marketing formulas here require the marketing professional to come up with estimates (e.g. overall market size, penetration, etc.) based on their best assumptions. So although the formulas themselves are solid, the inputs seem a little squidgy. Even if you benchmark your efforts over time, your output is only going to be as good as your initial assumptions.

This book is most useful in helping businesspeople understand what a market-oriented business might look like and in helping them understand and use the quantitative tools of marketing effectively.

[loafingcactus · Rating 4 out of 5]

While you wouldn't find me reading this book for entertainment, it accomplishes its mission of presenting a total overview of marketing remarkably well: organized, clear, good examples. Nonetheless it would be more than just possible to take all this information and steer right off a cliff. For just one thing to bring reality back to the academics, I would suggest pairing The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses.

[Greg · Rating 4 out of 5]

This book would have had five stars if there had been more tactical "How-to's" in the book. It is comprehensive and a good commercial for market-based management. It is probably just me, because sales DNA is in my blood, but this is really about how to run a successful company. If anything, the book is perhaps too complete and there is a lot of material that is overly academic in its presentation. Other than that, I recommend the book.

[Justin Jaeger · Rating 3 out of 5]

Very comprehensive and instructional. I get the feeling that much of what it teaches is an extremely effective approach rather than a industry standardized method, but the difference between the two may have been the most important lesson of the class in retrospect.

[Ram N · Rating 5 out of 5]

Amazing book for Marketers...a book that places "the Customer" right in the middle of your strategies, tactics, marketing, branding and advertising efforts. Goes to say, "Customer is King", but the fun is "how do you sell your stuffs to the king"?! ;)

[TG L · Rating 4 out of 5]

One of the better books of grad school so far.

[Aryani Kristanti · Rating 3 out of 5]

I read the latest version and really like the way Best explain about step by step doing marketing plan. A book that really helps marketeer to build a marketing plan.

[Jonathan · Rating 5 out of 5]

Good frameworks for how to ground your Marketing strategies on solid market & customer objectives.