Publisher's Synopsis
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.
