Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

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9780470773147: Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
Reseña del editor:

This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. 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. 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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 Larreche - 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

Biografía del autor:

Peter Doyle was internationally recognized for his teaching and research on marketing and business strategy. He was Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he held positions at the London Business School, INSEAD, Bradford and Stanford Universities. He is the author of numerous papers which have appeared in most of the world's top journals including the Journal of marketing, Journal of Marketing Research, Management Science and the Economic Journal . His other recent books are Marketing Management and Strategy and Innovation in Marketing . He acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestle, Cadbury-Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Norvatis, 3M, Saatchi & Saatchi and Wal-Mart. He has also advised such professional bodies as Britain's Cabinet Office, the Institute of Chartered Accountants, the Institute of Directors, the CBI, the Pacific-Asian Management Institute and the Singapore Department of Trade. During his career, Peter Doyle ran executive programmes for senior managers throughout Europe, the United States, South America, Australia and the Far East. He was voted 'Outstanding Teacher' on numerous university and corporate courses. He held a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA. His research twice led him to be awarded the President's Medal of the Operational Research Society and the Best Paper Award of the American Marketing Association.

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Peter Doyle
Editorial: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470773146 ISBN 13: 9780470773147
Nuevos Tapa dura Cantidad: 10
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The Book Depository
(London, Reino Unido)
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Descripción John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Estado de conservación: New. 2nd Revised edition. 246 x 190 mm. Language: English . Brand New Book. This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. 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. 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 Larreche - 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. Nº de ref. de la librería AAH9780470773147

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Peter Doyle
Editorial: Wiley (2008)
ISBN 10: 0470773146 ISBN 13: 9780470773147
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Descripción Wiley, 2008. Estado de conservación: New. This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. Num Pages: 382 pages, Illustrations (some col.), plans. BIC Classification: KJMV7. Category: (P) Professional & Vocational. Dimension: 252 x 199 x 26. Weight in Grams: 888. . 2008. 2nd Edition. Hardcover. . . . . . Nº de ref. de la librería V9780470773147

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Peter Doyle
Editorial: John Wiley and#38; Sons (2008)
ISBN 10: 0470773146 ISBN 13: 9780470773147
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Descripción John Wiley and#38; Sons, 2008. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780470773147

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Peter Doyle
Editorial: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470773146 ISBN 13: 9780470773147
Nuevos Tapa dura Cantidad: 10
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(London, Reino Unido)
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Descripción John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Estado de conservación: New. 2nd Revised edition. 246 x 190 mm. Language: English . Brand New Book. This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. 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. 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 Larreche - 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. Nº de ref. de la librería AAH9780470773147

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Peter Doyle
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Descripción Wiley. Estado de conservación: New. This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. Num Pages: 382 pages, Illustrations (some col.), plans. BIC Classification: KJMV7. Category: (P) Professional & Vocational. Dimension: 252 x 199 x 26. Weight in Grams: 888. . 2008. 2nd Edition. Hardcover. . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780470773147

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Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97804707731470000000

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Descripción 2009. Hardcover. Estado de conservación: New. 2nd. 185mm x 28mm x 246mm. Hardcover. This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will creat.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 367 pages. 0.907. Nº de ref. de la librería 9780470773147

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Descripción Wiley, 2008. Estado de conservación: New. Nº de ref. de la librería EH9780470773147

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Descripción 2008. Hardback. Estado de conservación: NEW. 9780470773147 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Nº de ref. de la librería HTANDREE0770384

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Descripción Wiley, 2008. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0470773146

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