Die Fähigkeit eines Unternehmens durch das eingesetzte Eigenkapital Wert zu schaffen, d.h. eine Rendite für seine Aktionäre zu erwirtschaften, bezeichnet man als Shareholder Value. Der Shareholder Value ist heute ein brandaktuelles Mittel zur Bewertung der Unternehmensperformance. Damit ein Unternehmen erfolgreich ist (und neue Kapitalgeber gewinnt), muß es in einem rentablen Markt operieren und eine Strategie verfolgen, die einen anhaltenden Wettbewerbsvorteil verspricht. Die Voraussetzung hierfür ist das Erkennen und Positionieren von Marktchancen durch die Marketingexperten, die durch die wachsende Bedeutung des Shareholder Value in Zukunft die Festlegung der Unternehmensstrategie verstärkt beeinflussen. Der Autor beschreibt hier das Zusammenspiel zwischen Marketing, Shareholder Value und Strategie und erläutert anschaulich, wie diese Erkenntnis in die Praxis umzusetzen ist. Darüber hinaus nennt er zahlreiche praktische Tipps und Methoden, wie man Marketingideen in den gegebenen Finanzrahmen umsetzt. Mit zahlreichen Beispielen, Fallstudien und Tabellen.
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 intellectual basis. The governing objective of management in all of today's leading companies is to maximise long-term returns to shareholders. The book redefines marketing's role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet.
The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.
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.
"...Is a highly practical as well as theoretical text. Rigorously researched and cross-referenced, this book covers its ground with impressive thoroughness and is immaculately and intelligently written." (Marketing Business, October 2000)
"quality revision manual" (Financial Management, June 2001)
"a good book for senior marketing managers"... (Marketing Management, July 2001)
voted no.1 in top ten reads of 2001 (Marketing Business, 1 December 2001)
Preface.
About the Author.
PRINCIPLES OF VALUE CREATION.
Marketing and Shareholder Value.
The Shareholder Value Approach.
The Marketing Value Driver.
The Growth Imperative.
DEVELOPING HIGH-VALUE STRATEGIES.
Strategic Position Assessment.
Value-Based Marketing Strategy.
IMPLEMENTING HIGH-VALUE STRATEGIES.
Building Brand Equity.
Pricing for Value.
Value-Based Communications.
Value-Based Internet Marketing.
Glossary.
Index.
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 intellectual basis. The governing objective of management in all of today's leading companies is to maximise long-term returns to shareholders. The book redefines marketing's role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet.
The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.
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.
"...Is a highly practical as well as theoretical text. Rigorously researched and cross-referenced, this book covers its ground with impressive thoroughness and is immaculately and intelligently written." (Marketing Business, October 2000)
"quality revision manual" (Financial Management, June 2001)
"a good book for senior marketing managers"... (Marketing Management, July 2001)
voted no.1 in top ten reads of 2001 (Marketing Business, 1 December 2001)
Preface.
About the Author.
PRINCIPLES OF VALUE CREATION.
Marketing and Shareholder Value.
The Shareholder Value Approach.
The Marketing Value Driver.
The Growth Imperative.
DEVELOPING HIGH-VALUE STRATEGIES.
Strategic Position Assessment.
Value-Based Marketing Strategy.
IMPLEMENTING HIGH-VALUE STRATEGIES.
Building Brand Equity.
Pricing for Value.
Value-Based Communications.
Value-Based Internet Marketing.
Glossary.
Index.