Value-Based Marketing
Marketing Strategies for Corporate Growth and Shareholder Value
350 pages, parution le 15/10/2000
Résumé
A groundbreaking exploration of marketing's new corporate
approach and how marketing professionals can drive
shareholder value to new heights
Increasingly, shareholder value is seen as an index of company performance. In this groundbreaking book, internationally acclaimed marketing guru, Peter Doyle, explores the critical change in the role of marketing in the contemporary enterprise organization. He also provides marketing professionals with the tools they need to expand their spheres of influence within their companies and to exploit their new role as the "pilots," responsible for steering their companies' strategic course.
Contents
Implementing High-Value Strategies
Increasingly, shareholder value is seen as an index of company performance. In this groundbreaking book, internationally acclaimed marketing guru, Peter Doyle, explores the critical change in the role of marketing in the contemporary enterprise organization. He also provides marketing professionals with the tools they need to expand their spheres of influence within their companies and to exploit their new role as the "pilots," responsible for steering their companies' strategic course.
- Presents a revolutionary new picture of the role of
marketing in the modern business organization
- Describes how to use shareholder value as an essential tool for evaluating strategic options and shaping strategic directions
Contents
Principles of Value Creation
- Marketing and Shareholder Value
- The Shareholder Value Approach
- The Marketing Value Driver
- The Growth imperative
- Strategic Position Assesment
- Value-Based Marketing Strategy
Implementing High-Value Strategies
- Building Brand Equity
- Pricing for Value
- Value-Based Communications
- Value-Based Internet Marketing
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Peter Doyle |
| Parution | 15/10/2000 |
| Nb. de pages | 350 |
| Format | 19 x 25,5 |
| Couverture | Relié |
| Poids | 881g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471877271 |
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