sixth edition
market-based management
"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
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MBM Book
Contents
Previous Edition
Testimonials
Author
Instructor Support
Purchase Info
Marketing Performance Tools
Marketing Analytics
Marketing Metrics
Purpose and Importance
Barriers to the Use of Marketing Analytics
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Customer Focus, Customer Performance and Profit Impact
1.1 Customer Satisfaction and Profitability
1.2 Customer Retention
1.3 Lifetime Value of a Customer
1.4 Customer Loyalty and Profitability
