sixth edition
market-based management
"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
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Marketing Performance Tools
Marketing Analytics
Marketing Metrics
Purpose and Importance
Barriers to the Use of Marketing Analytics
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Market Segmentation and Segmentation Strategies
5.1 Needs-Based Segmentation
5.2 Segment Identification
5.3 Segment Profitability
5.4 The “Acid Test” for Segment Strategies
5.5 Customer Relationship Management
