Value-based marketing strategy : pricing and costs for relationship marketing
tarafından
 
López, Santiago. author

Başlık
: 
Value-based marketing strategy : pricing and costs for relationship marketing

Yazar
: 
López, Santiago. author

ISBN
: 
9781622730209

Yazar Ek Girişi
: 
López, Santiago. author

Fiziksel Tanımlama
: 
310 pages : illustrations. ; 24 cm.

İçerik
: 
Learning Objectives; Chapter 1 The Business Environment; 1.1 Supply and demand; 1.2 Markets and the Economy; 1.3 Market Forces; 1.4 Types of Buyers; 1.5 Competition; Chapter 2 Marketing Concepts; 2.1 Product Mix; 2.2 Differentiation; 2.3 Segmentation; 2.4 Product Positioning; 2.5 Market Share; 2.6 Marketing mix; 2.7 Transactional Marketing; 2.8 Relationship Marketing; 2.9 Product Life Cycle; 2.10 Benefits; Chapter 3 The Value Concept; 3.1 Definition of Value; 3.2 Resistance in sales; 3.3 Supply and Demand with Value; 3.4 Value: Questions and Answers; Chapter 4 Price; 4.1 Definition of Price. 4.2 The Dimensions of Price4.3 Price Elasticity; 4.4 Optimum Price; 4.5 Pricing Policy; 4.6 Pricing Strategies; 4.7 Services ́Pricing; 4.8 Sales Velocity; Chapter 5 Costs; 5.1 Variable Cost; 5.2 Variable Cost Velocity; 5.3 Manufacturing Cost; 5.4 Other Variable Costs; 5.5 Fixed Costs; 5.6 Other Costs; Chapter 6 Contribution Margin; 6.1 Contribution Margin Definition; 6.2 Optimum Value; 6.3 Breakeven Analysis; 6.4 Applying Contribution Margin; 6.5 Variable Cost Percentage; 6.6 Product Categories; 6.7 Inventory Profitability; Chapter 7 Applying Value; 7.1 Strategy; 7.2 Acceleration. 7.3 Value Life Cycle7.4 Value Model; 7.5 Profitability; 7.6 Income Statements; 7.7 Sources and Resources; 7.8 Value-based pricing; 7.9 Practical Application Cases; Chapter 8 The Value Matrix; 8.1 The Value Matrix; 8.2 Building the Value Matrix; 8.3 Pricing and Strategy; 8.4 Business Modeling; 8.5 Value Matrix Applications; Chapter 9 Ethics in Marketing and Pricing; Conclusion; Appendix 1 Optimization of the Demand Function; Appendix 2 Summary of Formulae; Appendix 3 Value and Contribution Margin; Appendix 4 Sales Volume Variance Analysis; Appendix 5 Discounts. Appendix 6 Solved Problems in PricingBibliography; Index.

Özet
: 
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.

Konu Başlığı
: 
Relationship marketing.
 
İlişki pazarlaması.
 
Marketing.
 
Pazarlama.
 
Marketing -- Management.
 
Pazarlama -- Yönetim.

Tüzel Kişi Ek Girişi
: 
Ebook Central - Academic Complete.


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0005161658.8 B LOP 2014Merkez Kütüphane Genel Koleksiyon