Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, 2nd Edition

by PeterDoyle (Author)

• Used

  Illustrated
  2008

  $4.25

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has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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

• Used

  Hardcover
  2000

  $3.28

  A seminal work - reformulating marketing around creating shareholder value. For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs. Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations. Value Based Marketing reformulates marketing, making its goals more relevant and establishing it on a sounder intellectual basis. The governing objective of management in all of today's leading companies is to maximise long-term returns to shareholders. The book redefines marketing's role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet. The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors. 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.