Value-based Marketing

Beschreibung

This book provides a clear practical introduction to shareholdervalue analysis for the marketing professional. It gives themthe tools to develop the marketing strategies that will create themost value for business. For top management and CFOs the bookexplains how marketing generates shareholder value. It showshow top management should evaluate strategies and stimulate moreeffective and relevant marketing in their companies. The original essence of the first edition has been maintainedbut obvious areas have been updated and revised, as well as, newareas such as technology have been addressed. The secondedition of this book has been written by a ghost writer who hasfully updated, enhanced and replaced statistics, case studies andother outdated content with the help of a select advisory panel,each of whom has acted as a subject expert, a guide and as part ofa steering committee.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 ShareholderValue 2 The Shareholder ValueApproach 3 The Marketing ValueDriver 4 The GrowthImperative PART II Developing High-Value Strategies 5 Strategic PositionAssessment 6 Value-Based MarketingStrategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing forValue 9 Value-BasedCommunications 10 Value-Based Marketing in the DigitalAge

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Peter Doyle

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Business & Management Strategic Marketing Strategisches Marketing Wirtschaft u. Management

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