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 it 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. 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 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. An essential text for MBAs.
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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.
Table of ContentsPreface.
About the Author.
PRINCIPLES OF VALUE CREATION.
Marketing and Shareholder Value.
The Shareholder Value Approach.
The Marketing Value Driver.
The Growth Imperative.
DEVELOPING HIGH-VALUE STRATEGIES.
Strategic Position Assessment.
Value-Based Marketing Strategy.
IMPLEMENTING HIGH-VALUE STRATEGIES.
Building Brand Equity.
Pricing for Value.
Value-Based Internet Marketing.