Market-Based Management: Pearson New International Edition - Couverture souple

Best, Roger

Couverture souple

ISBN 10 : 1292020393 ISBN 13 : 9781292020396

Editeur : Pearson, 2013

Synopsis

For courses in marketing management or marketing strategy.

A focus on how marketing performance, profitability, and strategies affect profit.
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.
This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.

A propos du livre

À propos de l'auteur

Roger Best is an Emeritus Professor of Marketing at the University of Oregon. He earned a Bachelor of Science in Electrical Engineering from California State Polytechnic University and, following graduation, joined the General Electric Company, where he worked in engineering, product management, and marketing. While at GE, he received a patent and completed his M.B.A. at California State University, Hayward. He went on to obtain a Ph.D. in Business from the University of Oregon while continuing to work with GE in corporate consulting and marketing education. He taught at the University of Arizona from 1975 to 1980 and the University of Oregon until 2000.

Over the past 35 years, he has published more than 50 articles and won numerous teaching awards. He is the coauthor of Consumer Behavior (10th ed.). In 1998, he received the American Marketing Association’s Distinguished Teaching in Marketing Award. In 1988, the Academy of Marketing Science voted an article on marketing productivity by Del Hawkins, Roger Best, and Charles Lillis as the Outstanding Article of the Year. Dr. Best developed the Marketing Excellence Survey, an assessment tool used to benchmark the marketing knowledge of marketing managers, and MarkPlan, a software program for building performance-driven marketing plans. Both of these products are now owned and operated by the Corporate Executive Board Company.

Dr. Best has also worked extensively with a variety of companies in marketing consulting and executive education. These companies include 3M, General Electric, Dow Chemical, Dow Corning, DuPont, Eastman Kodak, Hewlett-Packard, Lucas Industries, Tektronix, Textron, ESCO, Pacific Western Pipe, James Hardie Industries, and many others. He has also taught many executive management education programs at INSEAD, Fontainebleau, France.

Détails de l'édition

• Éditeur: Pearson
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 1292020393
• ISBN 13: 9781292020396
• Reliure: Broché
• Numéro d'édition: 6
• Nombre de pages: 512
• Coordonnées du fabricant: Pearson Benelux BV; productsafety@pearson.com; ; Kabelweg 37; Amsterdam; 1014 BA; Pays-Bas