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Name: Market-Based Management. 3rd ed.
Author: Best, Roger J.
ISBN: 978-0-13-008218-3

Market-Based Management. 3rd ed.

・ISBN 978-0-13-008218-3 paper

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著者・編者	Best, Roger J.,
出版社	(Prentice Hall, US)
出版年月	2004
ページ数	401 pp.
言語	ENG
ニュース番号	＜492-435＞

解説

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.