{"product_id":"value-based-marketing-isbn-9780470773147","title":"Value-based Marketing","description":"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.\u003cbr\u003e   \u003cp\u003eThe original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.\u003cbr\u003e \u003c\/p\u003e \u003cp\u003eThe highly prestigious panels of contributors include:\u003c\/p\u003e \u003cp\u003eJean-Claude Larréché – INSEAD\u003c\/p\u003e \u003cp\u003eVeronica Wong – Aston Business School\u003c\/p\u003e \u003cp\u003eJohn Quelch – Harvard Business School\u003c\/p\u003e \u003cp\u003eSusan Hart – Strathclyde Graduate Business School (SGBS)\u003c\/p\u003e \u003cp\u003eMichael Baker – Emeritus Professor SGBS\u003c\/p\u003e \u003cp\u003eTim Ambler – London Business School\u003c\/p\u003e \u003cp\u003eTony Cram – Ashridge\u003cbr\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003eTable of Contents:\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePART I\u003c\/p\u003e \u003cp\u003ePrinciples of Value Creation\u003c\/p\u003e \u003cp\u003e1      Marketing and Shareholder Value  \u003c\/p\u003e \u003cp\u003e2      The Shareholder Value Approach    \u003c\/p\u003e \u003cp\u003e3      The Marketing Value Driver    \u003c\/p\u003e \u003cp\u003e4       The Growth Imperative    \u003c\/p\u003e \u003cp\u003ePART II\u003c\/p\u003e \u003cp\u003eDeveloping High-Value Strategies\u003c\/p\u003e \u003cp\u003e5       Strategic Position Assessment\u003c\/p\u003e \u003cp\u003e6       Value-Based Marketing Strategy  \u003c\/p\u003e \u003cp\u003ePART III\u003c\/p\u003e \u003cp\u003eImplementing High-Value Strategies\u003c\/p\u003e \u003cp\u003e7      Building Brands  \u003c\/p\u003e \u003cp\u003e8       Pricing for Value  \u003c\/p\u003e \u003cp\u003e9       Value-Based Communications \u003c\/p\u003e \u003cp\u003e10     Value-Based Marketing in the Digital Age    \u003c\/p\u003e \u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I Principles of Value Creation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Marketing and Shareholder Value 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eManaging in the twenty-first century\u003c\/p\u003e \u003cp\u003eMeasuring success: shareholder value\u003c\/p\u003e \u003cp\u003eMarketing’s lost influence\u003c\/p\u003e \u003cp\u003eMarketing’s new opportunity\u003c\/p\u003e \u003cp\u003eThe shareholder value principle\u003c\/p\u003e \u003cp\u003eChallenges to shareholder value\u003c\/p\u003e \u003cp\u003eAccounting-based performance measures\u003c\/p\u003e \u003cp\u003eThe changing role of marketing\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Shareholder Value Approach 36\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003ePrinciples of valuation\u003c\/p\u003e \u003cp\u003eShareholder value\u003c\/p\u003e \u003cp\u003eEconomic value added\u003c\/p\u003e \u003cp\u003eFinancial value drivers\u003c\/p\u003e \u003cp\u003eMarketing value drivers\u003c\/p\u003e \u003cp\u003eOrganisational value drivers\u003c\/p\u003e \u003cp\u003eMarketing applications of shareholder value\u003c\/p\u003e \u003cp\u003eLimitations of shareholder value analysis\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Marketing Value Driver 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eA new definition of marketing\u003c\/p\u003e \u003cp\u003eCreating customer value\u003c\/p\u003e \u003cp\u003eBuilding the differential advantage\u003c\/p\u003e \u003cp\u003eBuilding relationships with customers\u003c\/p\u003e \u003cp\u003eImplementing relationship marketing\u003c\/p\u003e \u003cp\u003eOrganisational requirements\u003c\/p\u003e \u003cp\u003eThe customer-focused organisation\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Growth Imperative 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eMarketing, growth and shareholder value\u003c\/p\u003e \u003cp\u003ePathways to growth\u003c\/p\u003e \u003cp\u003eDeveloping a growth strategy\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II Developing High-Value Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Strategic Position Assessment 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eAn overview\u003c\/p\u003e \u003cp\u003eAssessing the current position\u003c\/p\u003e \u003cp\u003eExplaining the current position\u003c\/p\u003e \u003cp\u003eProjecting the future of the business\u003c\/p\u003e \u003cp\u003eImplications of the strategic position assessment\u003c\/p\u003e \u003cp\u003eThe value-based plan\u003c\/p\u003e \u003cp\u003eStrategic objectives\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Value-Based Marketing Strategy 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eWhy strategic marketing plans?\u003c\/p\u003e \u003cp\u003eCorporate level planning\u003c\/p\u003e \u003cp\u003eBusiness unit planning\u003c\/p\u003e \u003cp\u003eThe planning process\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III Implementing High-Value Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Building Brands 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eThe role of intangible assets\u003c\/p\u003e \u003cp\u003eThe role of the brand\u003c\/p\u003e \u003cp\u003eBrands and shareholder value\u003c\/p\u003e \u003cp\u003eHow to build brands\u003c\/p\u003e \u003cp\u003eIssues in branding\u003c\/p\u003e \u003cp\u003eOrganising the brand portfolio\u003c\/p\u003e \u003cp\u003eValuing the brand\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Pricing for Value 262\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003ePrice and shareholder value\u003c\/p\u003e \u003cp\u003ePricing principles\u003c\/p\u003e \u003cp\u003eSetting the price\u003c\/p\u003e \u003cp\u003eAdapting prices to customers and products\u003c\/p\u003e \u003cp\u003eChanging the price\u003c\/p\u003e \u003cp\u003ePrice management\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Value-Based Communications 300\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eCommunications and shareholder value\u003c\/p\u003e \u003cp\u003eCommunications and customers\u003c\/p\u003e \u003cp\u003eDeveloping a communications strategy\u003c\/p\u003e \u003cp\u003eAllocating across communications channels\u003c\/p\u003e \u003cp\u003eValuing communications strategies\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Value-Based Marketing in the Digital Age 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eThe growth and development of the Internet\u003c\/p\u003e \u003cp\u003eDrivers of change in the new economy\u003c\/p\u003e \u003cp\u003eCreating value through the web\u003c\/p\u003e \u003cp\u003eImplications for marketing strategy\u003c\/p\u003e \u003cp\u003eBuilding the brand on the Internet\u003c\/p\u003e \u003cp\u003eFuture perspectives\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003eGlossary 350\u003c\/p\u003e \u003cp\u003eThe Advisory Board 351\u003c\/p\u003e \u003cp\u003eIndex 355\u003c\/p\u003e  \u003cb\u003ePeter Doyle\u003c\/b\u003e was internationally recognized for his teaching and research on marketing and business strategy. He was Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he held positions at the London Business School, INSEAD, Bradford and Stanford Universities.  \u003cp\u003eHe is the author of numerous papers which have appeared in most of the world’s top journals including the \u003ci\u003eJournal of marketing, Journal of Marketing Research, Management Science\u003c\/i\u003e and the \u003ci\u003eEconomic Journal\u003c\/i\u003e. His other recent books are \u003ci\u003eMarketing Management and Strategy\u003c\/i\u003e and \u003ci\u003eInnovation in Marketing\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eHe acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestlé, Cadbury-Schweppes, British Airways, Mars, Johnson \u0026amp; Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Norvatis, 3M, Saatchi \u0026amp; Saatchi and Wal-Mart. He has also advised such professional bodies as Britain’s Cabinet Office, the Institute of Chartered Accountants, the Institute of Directors, the CBI, the Pacific-Asian Management Institute and the Singapore Department of Trade.\u003c\/p\u003e \u003cp\u003eDuring his career, Peter Doyle ran executive programmes for senior managers throughout Europe, the United States, South America, Australia and the Far East. He was voted ‘Outstanding Teacher’ on numerous university and corporate courses. He held a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA. His research twice led him to be awarded the President’s Medal of the Operational Research Society and the Best Paper Award of the American Marketing Association.\u003c\/p\u003e  This is the second edition of \u003ci\u003eValue-Based Marketing\u003c\/i\u003e. 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.  \u003cp\u003eThis book emphasis 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 distributions.\u003c\/p\u003e \u003cp\u003eFor 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.\u003c\/p\u003e \u003cp\u003eFor 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.\u003c\/p\u003e \u003cp\u003eAn essential text for MBAs.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990445080805,"sku":"NP9780470773147","price":54.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470773147.jpg?v=1761787857","url":"https:\/\/k12savings.com\/products\/value-based-marketing-isbn-9780470773147","provider":"K12savings","version":"1.0","type":"link"}