Marketing Strategies for Corporate Growth and Shareholder Value
by Peter Doyle
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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 Larréché – 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:
Principles of Value Creation
1 Marketing and Shareholder Value
2 The Shareholder Value Approach
3 The Marketing Value Driver
4 The Growth Imperative
Developing High-Value Strategies
5 Strategic Position Assessment
6 Value-Based Marketing Strategy
Implementing High-Value Strategies
7 Building Brands
8 Pricing for Value
9 Value-Based Communications
10 Value-Based Marketing in the Digital Age
Ratings and Reviews
Be the first to rate and review this book!
You've already shared your review for this item. Thanks!
We are currently reviewing your submission. Thanks!
by Peter Doyle
Share your thoughts
Tell readers what you thought by rating and reviewing this book.
Rate it *
Please make sure to choose a rating
Add a review* Required
How to write a great review
- Say what you liked best and least
- Describe the author's style
- Explain the rating you gave
- Use rude and profane language
- Include any personal information
- Mention spoilers or the book's price
- Recap the plot
(0) 50 characters minimum
The review must be at least 50 characters long.
The title should be at least 4 characters long.
Display Name *
Your display name should be at least 2 characters long.
Report a review
At Kobo, we try to ensure that published reviews do not contain rude or profane language, spoilers, or any of our reviewer's personal information.
Would you like us to take another look at this review?
You've successfully reported this review. We appreciate your feedback.
by Peter Doyle
Thanks for Sharing!
You submitted the following rating and review. We'll publish them on our site once we've reviewed them.
by on October 21, 2016
- Wiley, August 2009
- Download options:
- EPUB 2 (Adobe DRM)
You can read this item using any of the following Kobo apps and devices: