Can I read Value-Based Marketing (Marketing Strategies for Corporate Growth and Shareholder Value) on EtoBox?

Value-Based Marketing (Marketing Strategies for Corporate Growth and Shareholder Value) by Doyle, Peter is a scholarly article available to read on EtoBox.

What is Value-Based Marketing (Marketing Strategies for Corporate Growth and Shareholder Value) about?

"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."

Author

Doyle, Peter

Publisher

John Wiley & Sons, Incorporated

Published

2012

Language

EN

ISBN

9780470741351