Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
£33.20
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 been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 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
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Additional information
| Publisher | 2nd edition (27 Aug. 2009), Wiley |
|---|---|
| Language | English |
| File size | 8191 KB |
| Simultaneous device usage | Up to 3 simultaneous devices, per publisher limits |
| Text-to-Speech | Enabled |
| Screen Reader | Supported |
| Enhanced typesetting | Enabled |
| X-Ray | Not Enabled |
| Word Wise | Enabled |
| Sticky notes | On Kindle Scribe |
| Print length | 757 pages |
by Triangulator
…because they have done no work of value. The same goes for those whose recommendations appear on its back cover (just what did Sir Martin Sorrell mean when he said “This important book could be highly influential.”? It could be but perhaps it won’t be. It would also make a good door stop!)
Good though this book appears in concept, great chunks of it verge on the impenetrable. Could be re-written within half its volume.
by Vicki Tang
Very precise
by kevin.relihan@cw.com
For many people employed in the marketing field the daily constant is proving that marketing is adding value to the organization. Doyle tackles marketings primary incompetence: the inability to show this ‘value add’ in financial terms. He argues convincingly that there is a high correlation between shareholder value and marketing input. At the end of this book Marketing people should succeed in securing higher budgets for targetted campaigns and organizations can expect to see improving shareholder returns over time. This book certainly comes under the ‘must read’ category.