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082 0 4 _a658.8
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049 _aMAIN
100 1 _aDoyle, Peter,
_d1943-2003.
_1https://id.oclc.org/worldcat/entity/E39PBJjHgrVwygyPfTcWHbYgKd
245 1 0 _aValue-based marketing :
_bmarketing strategies for corporate growth and shareholder value /
_cPeter Doyle.
250 _a2nd ed.
260 _aChichester, England ;
_aHoboken, NJ :
_bJohn Wiley & Sons,
_c�2008.
300 _a1 online resource (xii, 367 pages) :
_billustrations (some color), plans
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _adata file
504 _aIncludes bibliographical references and index.
505 0 _apt. I. Principles of Value Creation -- 1. Marketing and Shareholder Value -- 2. The Shareholder Value Approach -- 3. The Marketing Value Driver -- 4. The Growth Imperative -- pt. II. Developing High-Value Strategies -- 5. Strategic Position Assessment -- 6. Value-Based Marketing Strategy -- pt. III. Implementing High-Value Strategies -- 7. Building Brands -- 8. Pricing for Value -- 9. Value-Based Communications -- 10. Value-Based Marketing in the Digital Age.
520 1 _a"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."
520 8 _a"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. Where relevant, case studies and illustrations have been updated."--Jacket
588 0 _aPrint version record.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aMarketing
_xManagement.
650 0 _aCorporations
_xValuation.
650 6 _aMarketing
_xGestion.
650 6 _aSoci�et�es
_x�Evaluation.
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xGeneral.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS
_xDistribution.
_2bisacsh
650 7 _aCorporations
_xValuation
_2fast
650 7 _aMarketing
_xManagement
_2fast
650 7 _aMarketing
_2gnd
650 7 _aShareholder-Value-Analyse
_2gnd
650 7 _aWertorientiertes Management
_2gnd
758 _ihas work:
_aValue-based marketing (Text)
_1https://id.oclc.org/worldcat/entity/E39PCFKd4J8FqHTrv7GQVD9TDy
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aDoyle, Peter, 1943 June 23-2003.
_tValue-based marketing.
_b2nd ed.
_dChichester, England ; Hoboken, NJ : John Wiley & Sons, �2008
_z9780470773147
_z0470773146
_w(DLC) 2008032150
_w(OCoLC)233544882
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119207177
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