Value-Based Marketing

Beschreibung

The increasing emphasis placed on shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase their sphere of influence by steering their company's strategic direction. Simply put, shareholder value needs marketing and marketing needs shareholder value. Today's marketing managers need to equip themselves with the tools and knowledge to take advantage of this opportunity--and this book helps them do just that.

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Peter Doyle

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Marketingstrategie Wert (Wirtsch.) Wirtschaft / Werbung, Marketing

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