Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
By Peter Doyle.
Description
A seminal work - reformulating marketing around creating shareholder value. For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs. Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations. Value Based Marketing reformulates marketing, making its goals more relevant and establishing it on a sounder intell...
ISBN(s)
0471877271, 9780471877271
