Value-based marketing : marketing strategies for corporate growth and shareholder value / / Peter Doyle

• Autore: Doyle Peter <1943-2003.>
• Pubblicazione: Chichester, England, : John Wiley & Sons, c2008
• Edizione: 2nd ed.
• Descrizione fisica: 1 online resource (383 p.)
• Disciplina: 658.8
• Soggetto topico: Marketing - Management; Corporations - Valuation
• Classificazione: 675; 658.8
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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; Index
• Sommario/riassunto: 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
• Titolo autorizzato: Value-based marketing
• ISBN: 9786612342998; 9780470687635; 0470687630; 9781119207177; 1119207177; 9781282342996; 1282342991; 9780470741351; 047074135X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9911019549003321
• Lo trovi qui: Univ. Federico II