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Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value / Edition 2

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"This is the second edition of Value-Based Marketing. As with the first edition, it makes a powerful case for marketing's role in an organisation's success by establishing it on a sound intellectual basis. It answers critics of marketing who claim that it has not had the impact on management that its importance merits because of unclear objectives and weak intellectual foundations." "This book emphasises marketing's contribution to long-term shareholder value creation, which is the governing objective of management today. It explores, at both the strategic and tactical level, how this affects marketing planning, decisions about brands, pricing, communications and distribution." "For marketing professionals, the book provides a clear practical introduction to shareholder value analysis. It gives them the tools to develop the marketing strategies that will create the most value for the 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. Where relevant, case studies and illustrations have been updated.
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Editorial Reviews

Doyle (marketing and strategic management, U. of Warwick Business School, UK) attempts to redefine the purpose of marketing and how its contribution should be measured. The volume's three sections address the principles of value creation; how to develop strategies that lead to value-creating growth; and how to implement the high-value strategies advocated. For senior management in marketing, finance, and operations, as well as for students in advanced marketing courses in MBA or management programs. Annotation c. Book News, Inc., Portland, OR (
From the Publisher
"...Is a highly practical as well as theoretical text. Rigorously researched and cross-referenced, this book covers its ground with impressive thoroughness and is immaculately and intelligently written." (Marketing Business, October 2000)

"quality revision manual" (Financial Management, June 2001)

"a good book for senior marketing managers"... (Marketing Management, July 2001)

voted no.1 in top ten reads of 2001 (Marketing Business, 1 December 2001)

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Product Details

  • ISBN-13: 9780470773147
  • Publisher: Wiley
  • Publication date: 12/9/2008
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 382
  • Sales rank: 1,213,905
  • Product dimensions: 7.70 (w) x 9.80 (h) x 1.50 (d)

Meet the Author

Peter Doyle is internationally recognised for his teaching and research on marketing and business strategy. He is Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he has 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 has 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, Novartis, 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.
Peter Doyle has run executive programmes for senior managers thorhgout Europe, the United States, South America, Australia and the Far East. He has been voted 'Outstanding Teacher' on numerous university and corporate courses. He has a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA. His research has twice led him to tbe awarded the President's Medal of the Operational Research Society and the Best paper Award of the American Marketing Association.
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Table of Contents

Pt. I Principles of Value Creation

1 Marketing and Shareholder Value 3

2 The Shareholder Value Approach 36

3 The Marketing Value Driver 73

4 The Growth Imperative 105

Pt. II Developing High-Value Strategies

5 Strategic Position Assessment 151

6 Value-Based Marketing Strategy 189

Pt. III Implementing High-Value Strategies

7 Building Brands 227

8 Pricing for Value 262

9 Value-Based Communications 300

10 Value-Based Marketing in the Digital Age 325

Glossary 350

The Advisory Board 351

Index 355

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