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.

Part 1 Market Orientation and Marketing Performance
Chapter 1 Customer Focus, Customer Performance, and Profit Impact
Chapter 2 Marketing Metrics and Marketing Profitability

Part 2 Market Analysis
Chapter 3 Market Potential, Market Demand, and Market Share
Chapter 4 The Customer Experience and Value Creation
Chapter 5 Market Segmentation and Segmentation Strategies
Chapter 6 Competitive Position and Sources of Advantage

Part 3 Marketing Mix Strategies
Chapter 7 Product Positioning, Branding, and Product Line Strategies
Chapter 8 Value-Based Pricing and Pricing Strategies
Chapter 9 Marketing Channels and Channel Mapping
Chapter 10 Marketing Communications, Social Media, and Customer Response

Part 4 Strategic Marketing
Chapter 11 Portfolio Analysis and Strategic Market Planning
Chapter 12 Offensive Strategies
Chapter 13 Defensive Strategies

Part 5 Marketing Plans and Performance
Chapter 14 Building a Marketing Plan
Chapter 15 Marketing Metrics, Performance, and Strategy Implementation
Chapter 16 Market-Based Management and Financial Performance