MARKETING MANAGEMENT: A VALUE BASED APPROACH
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- Wiley
More About This Title MARKETING MANAGEMENT: A VALUE BASED APPROACH
English
This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.
English
Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick
English
Table of Contents
Part 1. A new basis for marketing management
1. Marketing and shareholder value
2. The shareholder value approach
3. Marketing?s value base
Part 2. Deciding where to compete
4. Value-based marketing strategy
5. Strategic position assessment
6. Strategic focus assessment (added)
Part 3. Deciding how to compete
7. Brands
8. Prices
9. Products (added)
10. Distribution (added)
11. Promotion and communication
12. Internet marketing
Part 1. A new basis for marketing management
1. Marketing and shareholder value
2. The shareholder value approach
3. Marketing?s value base
Part 2. Deciding where to compete
4. Value-based marketing strategy
5. Strategic position assessment
6. Strategic focus assessment (added)
Part 3. Deciding how to compete
7. Brands
8. Prices
9. Products (added)
10. Distribution (added)
11. Promotion and communication
12. Internet marketing
