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.

Marketing Management: A Value-Based Approach

Business & Money

Doyle, Peter

Lukas, Bryan A.

Whitwell, Gregory

Marketing & Sales

wiley

See the best price to sell, buy, or rent books by Lukas, Bryan A.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Lukas, Bryan A.

See the best price to sell, buy, or rent books by Lukas, Bryan A.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing Management: A Value-Based Approach