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Cover of: Value-based marketing | Doyle, Peter
About the Book

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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larreche -- INSEAD Veronica Wong -- Aston Business School John Quelch -- Harvard Business School Susan Hart -- Strathclyde Graduate Business School (SGBS) Michael Baker -- Emeritus Professor SGBS Tim Ambler -- London Business School Tony Cram -- Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age

3 editions First published in 2000

Edition Read Locate Buy
Cover of: Value-based Marketing
2009, John Wiley & Sons, Ltd.
Value-based Marketing
Electronic resource in English
Cover of: Value-based marketing
2008, John Wiley & Sons
Value-based marketing
in English - 2nd ed.
Cover of: Value-based marketing
2000, Wiley
Value-based marketing
in English

History Created December 10, 2009 · 4 revisions Download catalog record: RDF / JSON

December 3, 2010 Edited by Open Library Bot Added subjects from MARC records.
June 17, 2010 Edited by ImportBot add details from OverDrive
April 28, 2010 Edited by Open Library Bot Linked existing covers to the work.
December 10, 2009 Created by WorkBot add works page