Value-based Marketing

Marketing Strategies for Corporate Growth and Shareholder Value

Business & Finance, Marketing & Sales
Cover of the book Value-based Marketing by Peter Doyle, Wiley
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Peter Doyle ISBN: 9780470687635
Publisher: Wiley Publication: August 27, 2009
Imprint: Wiley Language: English
Author: Peter Doyle
ISBN: 9780470687635
Publisher: Wiley
Publication: August 27, 2009
Imprint: Wiley
Language: English

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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 Larréché – 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

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 Larréché – 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

More books from Wiley

Cover of the book CompTIA Security+ SY0-501 Review Guide by Peter Doyle
Cover of the book Marketing Your Small Business For Dummies by Peter Doyle
Cover of the book Art Psychotherapy by Peter Doyle
Cover of the book Prioritizing Academic Programs and Services by Peter Doyle
Cover of the book Anchorage in Concrete Construction by Peter Doyle
Cover of the book The Global Future of English Studies by Peter Doyle
Cover of the book Bayesian Methods for Management and Business by Peter Doyle
Cover of the book Measuring Biological Diversity by Peter Doyle
Cover of the book Instant Anatomy by Peter Doyle
Cover of the book Annual Plant Reviews, Plant Polysaccharides by Peter Doyle
Cover of the book AutoCAD 2007 For Dummies by Peter Doyle
Cover of the book Statistical Diagnostics for Cancer by Peter Doyle
Cover of the book Shelf Life by Peter Doyle
Cover of the book Silver Bullet Selling by Peter Doyle
Cover of the book The Ultimate Guide to Trading ETFs by Peter Doyle
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy