Value-based marketing : marketing strategies for corporate growth and shareholder value / Peter Doyle.
By: Doyle, Peter.
Material type:
TextPublisher: Chichester, England ; Hoboken, NJ : John Wiley & Sons, c2008Edition: 2nd ed.Description: xii, 367 p. : ill. (some col.), plans ; 26 cm.ISBN: 9780470773147 (cloth); 0470773146 (cloth).DDC classification: 658.8
No physical items for this record
PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age.