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.
- ISBN10 0470800968
- ISBN13 9780470800966
- Publish Date 22 April 2003
- Publish Status Active
- Out of Print 17 October 2022
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Paperback
- Pages 472
- Language English