Value-based marketing : marketing strategies for corporate growth and shareholder value
by
 
Doyle, Peter, 1943-2003.

Title
: 
Value-based marketing : marketing strategies for corporate growth and shareholder value

Author
: 
Doyle, Peter, 1943-2003.

ISBN
: 
9780471877271

Personal Author
: 
Doyle, Peter, 1943-2003.

Publication Information
: 
Chichester ; New York : Wiley, ©2000.

Physical Description
: 
xii, 370 pages : illustrations ; 25 cm

Contents
: 
pt. 1. Principles of value creation. Marketing and shareholder value -- The shareholder value approach -- The marketing value driver -- The growth imperative -- pt. 2. Developing high-value strategies. Strategic position assessment -- Value-based marketing strategy -- pt. 3. Implementing high-value strategies. Building brand equity -- Pricing for value -- Value-based communications -- Value-based Internet marketing.

Abstract
: 
This volume covers Shareholder Value (SV), which may be defined as a firm's ability to earn a return. To achieve it, a company must be perceived to operate in a viable market, pursuing a strategy which promises sustainable competitive advantage.

Subject Term
: 
Marketing -- Management.
 
Corporations -- Valuation.

Electronic Access
: 
Table of contents http://catdir.loc.gov/catdir/toc/onix06/2001268221.html
 
Contributor biographical information http://catdir.loc.gov/catdir/bios/wiley042/2001268221.html
 
Publisher description http://catdir.loc.gov/catdir/description/wiley034/2001268221.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168016066140658.802 D754V 20001
VC SandtonGeneral Books000051342658.8 DOY1