LEADER 03075nam 2200697Ia 450 001 9911019549003321 005 20200520144314.0 010 $a9786612342998 010 $a9780470687635 010 $a0470687630 010 $a9781119207177 010 $a1119207177 010 $a9781282342996 010 $a1282342991 010 $a9780470741351 010 $a047074135X 035 $a(CKB)1000000000579617 035 $a(EBL)406524 035 $a(OCoLC)476226049 035 $a(SSID)ssj0000266590 035 $a(PQKBManifestationID)12086845 035 $a(PQKBTitleCode)TC0000266590 035 $a(PQKBWorkID)10304646 035 $a(PQKB)10274206 035 $a(MiAaPQ)EBC406524 035 $a(Au-PeEL)EBL406524 035 $a(CaPaEBR)ebr10270664 035 $a(CaONFJC)MIL234299 035 $a(Perlego)1008612 035 $a(EXLCZ)991000000000579617 100 $a20080722d2008 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aValue-based marketing $emarketing strategies for corporate growth and shareholder value /$fPeter Doyle 205 $a2nd ed. 210 $aChichester, England $cJohn Wiley & Sons$dc2008 215 $a1 online resource (383 p.) 300 $aDescription based upon print version of record. 311 08$a9780470773147 311 08$a0470773146 320 $aIncludes bibliographical references and index. 327 $aValue-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; Index 330 $aThis 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 606 $aMarketing$xManagement 606 $aCorporations$xValuation 615 0$aMarketing$xManagement. 615 0$aCorporations$xValuation. 676 $a658.8 686 $a675$2njb/09 686 $a658.8$2njb/09 700 $aDoyle$b Peter$f1943-2003.$01842602 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911019549003321 996 $aValue-based marketing$94422778 997 $aUNINA