Marketing Management: A Value-Based Approach

Marketing Management: A Value-Based Approach image
ISBN-10:

0470800968

ISBN-13:

9780470800966

Edition: 1
Released: Mar 07, 2003
Publisher: wiley
Format: Hardcover, 471 pages
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Description:

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.

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