TY  - BOOK
AU  - Doyle,Peter
TI  - Value-based marketing: marketing strategies for corporate growth and shareholder value 
SN  - 9780470773147 (cloth)
PY  - 2008///
CY  - Chichester, England
PB  - John Wiley & Sons
KW  - Marketing
KW  - Management
KW  - Corporations
KW  - Valuation
N1  - 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
UR  - http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016758741&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
ER  -