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

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Title:

Author:

Doyle, Peter, 1943-2003.

ISBN:

9780471877271

Personal Author:

Doyle, Peter, 1943-2003.

Publication Information:

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

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168016066140	658.802 D754V 2000	1	Searching... Unknown
Searching... 1:VCSD	1:GEN-BOOK	000051342	658.8 DOY	1	Searching... Unknown

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Summary

A seminal work - reformulating marketing around creating shareholder value.

For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs.

Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations.

Value Based Marketing reformulates marketing, making its goals more relevant and establishing it on a sounder intellectual basis. The governing objective of management in all of today's leading companies is to maximise long-term returns to shareholders. The book redefines marketing's role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet.

The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.

For top management and CFOs, the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.