Value-based marketing : marketing strategies for corporate growth and shareholder value /
Doyle, Peter, 1943 June 23-2003.
Value-based marketing : marketing strategies for corporate growth and shareholder value / Peter Doyle. - 2nd ed. - Chichester, England : John Wiley & Sons, 2008. - xii, 367 p. : ill. (some col.), plans ; 26 cm.
Includes bibliographical references and index.
pt. I. Principles of Value Creation -- 1. Marketing and Shareholder Value -- 2. The Shareholder Value Approach -- 3. The Marketing Value Driver -- 4. The Growth Imperative -- pt. II. Developing High-Value Strategies -- 5. Strategic Position Assessment -- 6. Value-Based Marketing Strategy -- pt. III. Implementing High-Value Strategies -- 7. Building Brands -- 8. Pricing for Value -- 9. Value-Based Communications -- 10. Value-Based Marketing in the Digital Age.
9780470773147 (cloth) Hadiah 0470773146 (cloth)
Marketing--Management.
Corporations--Valuation.
Value-based marketing : marketing strategies for corporate growth and shareholder value / Peter Doyle. - 2nd ed. - Chichester, England : John Wiley & Sons, 2008. - xii, 367 p. : ill. (some col.), plans ; 26 cm.
Includes bibliographical references and index.
pt. I. Principles of Value Creation -- 1. Marketing and Shareholder Value -- 2. The Shareholder Value Approach -- 3. The Marketing Value Driver -- 4. The Growth Imperative -- pt. II. Developing High-Value Strategies -- 5. Strategic Position Assessment -- 6. Value-Based Marketing Strategy -- pt. III. Implementing High-Value Strategies -- 7. Building Brands -- 8. Pricing for Value -- 9. Value-Based Communications -- 10. Value-Based Marketing in the Digital Age.
9780470773147 (cloth) Hadiah 0470773146 (cloth)
Marketing--Management.
Corporations--Valuation.