Value-based Marketing

Product Description

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 & CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies & stimulate more effective & relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated & 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this book has been written by a ghost writer who has fully updated enhanced & replaced statistics case studies & other outdated content with the help of a select advisory panel each of whom has acted as a subject expert a guide & as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larreche
- 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: PART I Principles of value Creation 1 Marketing & 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