Titlebook: Marketing: A Complete Guide; Malcolm McDonald,Martin Christopher,Margrit Bass Textbook 2003Latest edition The Editor(s) (if applicable) an

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书目名称Marketing: A Complete Guide影响因子(影响力)




书目名称Marketing: A Complete Guide影响因子(影响力)学科排名




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书目名称Marketing: A Complete Guide被引频次学科排名




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Textbook 2003Latest editioniness and society for anyone seeking a general introduction to the topic.Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant mar

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Customer retention strategyshare that counts. In other words, does the customer base comprise, in the main, long-established, loyal customers, or is there a high degree of customer turnover, or ‘churn’? If the latter is the case, then the chances are the company is not as profitable as it might be.

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Product strategyeir eye off the customer ball, every organization should take care to maintain a market, rather than a product focus. It is important to remember that successful products are those that customers want to buy rather than those that companies want to sell.

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Brandsof product brand names. A brand is a name, term or symbol (or combination of these) that identifies a product and differentiates it from those of competitors. A successful brand identifies a product as having a sustainable competitive advantage.

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Textbook 2003Latest editionluding business-to-business marketing, key account management, logistics and marketing planning.A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.

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Defining marketing objectives and strategiesa lopsided arch would indicate that one party was getting a better deal than the other from the interface, and that the structural integrity of the value proposition (and thus of any future relationship) was probably tenuous. The central role of marketing objectives and strategies in creating the value proposition is depicted in Figure 7.1.

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