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Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

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Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value - Doyle, Peter
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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 ...

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Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value 2008, Wiley, Chichester, England

ISBN-13: 9780470773147

2nd edition

Hardcover

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value 2001, Wiley, Chichester, England

ISBN-13: 9780471877271

Hardcover