This unique book is built around a performance orientation and the belief that real learning occurs only with
the application of knowledge. It emphasizes market-based management�with a focus on the linkages between marketing
strategy and profitability, and provides a systematic method for learners to evaluate the profit impact of a marketing
strategy. Coverage that goes beyond marketing fundamentals features a three-fold integration of market-driven strategy,
customer satisfaction, and profitable growth�giving readers the tools and techniques for delivering higher levels
of customer satisfaction, marketing productivity and profitability. A special effort was made to include more coverage
of customer loyalty marketing, performance metrics, customer relationship marketing, and brand and product line
strategies. For anyone interested in strategic marketing.