03075nam 2200697Ia 450 991101954900332120200520144314.097866123429989780470687635047068763097811192071771119207177978128234299612823429919780470741351047074135X(CKB)1000000000579617(EBL)406524(OCoLC)476226049(SSID)ssj0000266590(PQKBManifestationID)12086845(PQKBTitleCode)TC0000266590(PQKBWorkID)10304646(PQKB)10274206(MiAaPQ)EBC406524(Au-PeEL)EBL406524(CaPaEBR)ebr10270664(CaONFJC)MIL234299(Perlego)1008612(EXLCZ)99100000000057961720080722d2008 uy 0engur|n|---|||||txtccrValue-based marketing marketing strategies for corporate growth and shareholder value /Peter Doyle2nd ed.Chichester, England John Wiley & Sonsc20081 online resource (383 p.)Description based upon print version of record.9780470773147 0470773146 Includes bibliographical references and index.Value-Based Marketing; Contents; Preface; About the Author; 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; Glossary; The Advisory Board; IndexThis 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 MarketingManagementCorporationsValuationMarketingManagement.CorporationsValuation.658.8675njb/09658.8njb/09Doyle Peter1943-2003.1842602MiAaPQMiAaPQMiAaPQBOOK9911019549003321Value-based marketing4422778UNINA