Roger's book provides the thinking and tools needed to put marketing managers on a meaningful performance platform. Marketers are great at mouthing the words but rarely produce a performance argument that matches their organizational peers. Application of these concepts and tools should enable marketing people to make clear their contribution to marketing performance and company profitability.
I was introduced to Roger Best's Market-Based Management during my MBA program and wish I had known about it years before. It's hands down my favorite-most useful and transformational-marketing guide. I read it cover-to-cover during my studies and have kept within arm's reach ever since. It has helped this career marketer bridge the gap between marketing, finance and operations, reinforcing the value of sound marketing to the organization and helping the entire enterprise become more customer-focused. I recommend it not only for marketers, but also for business managers in all disciplines.
Dr. Best's book has had an important influence on my both thinking and work with clients who seek a pragmatic and useful approach to attain marketing effectiveness. The concepts he shares and tools he provides make the decisions required in marketing explicit and the underlying rationale clear. Dr. Best provides a unique blend of strategy and application. Countless companies and individuals have benefited from his uniquely practical and effective perspective on marketing.
Market-Based Management is the indispensable handbook for Chief Marketing Officers. For over 17 years, this book has been my foundation for developing marketing strategies and go-to-market plans that produce measurable marketplace results. The organizing frameworks and performance metrics ensure that marketing leaders create market-driven strategies that contribute to business profitability. This book is in a class by itself - there is no other like.
Marketing is a core function of every business which not only needs to contribute positively to short- and long-term results, but also to document its impact to the bottom line. Marketing, as an investment, requires a return on investment calculation, which becomes a return on marketing investment analysis for marketing decisions. Market-Based Management By Roger Best provides the most comprehensive framework available today for conducting the marketing return on investment analysis and is thus highly recommended for all marketing professionals.
An absolute classic gets even better. Building on the timeless principles and approaches of value-based marketing management, first set down by Dr. Best, this latest edition adds new power tools, frameworks, and approaches which makes it an absolute "must read" for anyone in marketing today.
Market-Based Management provides the conceptual explanations, business examples, and analytical tools for managing the critical role of marketing performance on profitability. Dr.Best has developed a package of indispensable marketing thought and application. This text and online interactive tools provide the bases by which marketing, finance, accounting, and management students can achieve common ground and perfect for a graduate marketing course.
As a Marketing Professor in a graduate MBA program, I have used three editions of Market-Based Management by Roger Best. Each was great and was more powerful than the previous. Each chapter of the book had interactive tools that allows students a hands-on learning experience by being online in class with the author's website. Working examples came to life through the ability of each student to access the tools, ask questions, and reach the desired outcomes. In addition to in-class work, the Tools were a good way of reinforcing the needed learning prior to exams. And the Tools were instrumental in the completion of a group semester project that created a Marketing Plan for a real company. In total, the Marketing Performance Tools were a great means of supplementing the efforts of the Instructor.
Market-Based Management is changing the perception of marketing. Roger Best's approach successfully links marketing strategy with performance and profitability. It offers a direct connection between a market-driven strategy, customer satisfaction, and profitable growth. My students and clients have experienced direct benefits from this approach, validating the important insight it offers. In addition, the online resources magnify the value of this material and the specific tools it offers. This can be particularly effective resource for upper division and graduate marketing strategy courses. Market-Based Management is a must-have resource for anyone involved in marketing today
Not many marketing textbooks can be applied immediately to current business situations with broad impact and beneficial results. "Market Based Management" is an exception. I have personally used "Market Based Management" as a guide to market analysis and strategy, as well as an outstanding textbook for both master's degree candidates and executives.