Roger Market

　　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.

　　Show the importance of the numbers behind the strategy: Updated Metrics and Analytics Coverage.

　　1.Help students evaluate marketing performance: New Marketing Performance Tool.
　　2.Chapter 4 contains a new marketing performance tool that was added for the new customer value methodology presented in Figure 4-17.
　　3.Cover the hottest new marketing trend: Coverage of Social Media.
　　4.Social media is now pervasive in marketing, but students will need a way to evaluate its effectiveness, which is why Chapter 10 covers this subject in depth.
　　5.Show students the context: Updated Stericycle Marketing Plan.

作者簡介　

Roger Best
　
　　現職：University of Oregon