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

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

by Peter Doyle



Product Details

ISBN-13: 9780471877271
Publisher: Wiley
Publication date: 01/28/2001
Pages: 384
Product dimensions: 7.66(w) x 9.96(h) x 1.02(d)

About the Author

Peter Doyle was internationally recognized for his teachingand research on marketing and business strategy. He was Professorof Marketing and Strategic Management at the University of WarwickBusiness School. Previously he held positions at the LondonBusiness School, INSEAD, Bradford and Stanford Universities.

He is the author of numerous papers which have appeared in mostof the world’s top journals including the Journal ofmarketing, Journal of Marketing Research, Management Scienceand the Economic Journal. His other recent books areMarketing Management and Strategy and Innovation inMarketing.

He acted as a consultant to many of the most famousinternational companies including Coca-Cola, IBM, Nestlé,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 bodiesas Britain’s Cabinet Office, the Institute of CharteredAccountants, the Institute of Directors, the CBI, the Pacific-AsianManagement Institute and the Singapore Department of Trade.

During his career, Peter Doyle ran executive programmes forsenior managers throughout Europe, the United States, SouthAmerica, Australia and the Far East. He was voted‘Outstanding Teacher’ on numerous university andcorporate courses. He held a First Class Honours degree from theUniversity of Manchester and an MBA and PhD from Carnegie MellonUniversity, USA. His research twice led him to be awarded thePresident’s Medal of the Operational Research Society and theBest Paper Award of the American Marketing Association.

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Table of Contents

About the Author.
Marketing and Shareholder Value.
The Shareholder Value Approach.
The Marketing Value Driver.
The Growth Imperative.
Strategic Position Assessment.
Value-Based Marketing Strategy.
Building Brand Equity.
Pricing for Value.
Value-Based Communications.
Value-Based Internet Marketing.

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