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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. The 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…mehr
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. The 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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché - INSEAD Veronica Wong - Aston Business School John Quelch - Harvard Business School Susan Hart - Strathclyde Graduate Business School (SGBS) Michael Baker - Emeritus Professor SGBS Tim Ambler - London Business School Tony Cram - Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age
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Autorenporträt
Peter Doyle 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. He is the author of numerous papers which have appeared in most of the world's top journals including the Journal of marketing, Journal of Marketing Research, Management Science and the Economic Journal. His other recent books are Marketing Management and Strategy and Innovation in Marketing. He acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestlé, Cadbury-Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Norvatis, 3M, Saatchi & 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. During 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.
Inhaltsangabe
Preface ix About the Author xiii PART I Principles of Value Creation 1 Marketing and Shareholder Value 3 Introduction and objectives Managing in the twenty-first century Measuring success: shareholder value Marketing's lost influence Marketing's new opportunity The shareholder value principle Challenges to shareholder value Accounting-based performance measures The changing role of marketing Summary 2 The Shareholder Value Approach 36 Introduction and objectives Principles of valuation Shareholder value Economic value added Financial value drivers Marketing value drivers Organisational value drivers Marketing applications of shareholder value Limitations of shareholder value analysis Summary 3 The Marketing Value Driver 73 Introduction and objectives A new definition of marketing Creating customer value Building the differential advantage Building relationships with customers Implementing relationship marketing Organisational requirements The customer-focused organisation Summary 4 The Growth Imperative 105 Introduction and objectives Marketing, growth and shareholder value Pathways to growth Developing a growth strategy Summary PART II Developing High-Value Strategies 5 Strategic Position Assessment 151 Introduction and objectives An overview Assessing the current position Explaining the current position Projecting the future of the business Implications of the strategic position assessment The value-based plan Strategic objectives Summary 6 Value-Based Marketing Strategy 189 Introduction and objectives Why strategic marketing plans? Corporate level planning Business unit planning The planning process Summary PART III Implementing High-Value Strategies 7 Building Brands 227 Introduction and objectives The role of intangible assets The role of the brand Brands and shareholder value How to build brands Issues in branding Organising the brand portfolio Valuing the brand Summary 8 Pricing for Value 262 Introduction and objectives Price and shareholder value Pricing principles Setting the price Adapting prices to customers and products Changing the price Price management Summary 9 Value-Based Communications 300 Introduction and objectives Communications and shareholder value Communications and customers Developing a communications strategy Allocating across communications channels Valuing communications strategies Summary 10 Value-Based Marketing in the Digital Age 325 Introduction and objectives The growth and development of the Internet Drivers of change in the new economy Creating value through the web Implications for marketing strategy Building the brand on the Internet Future perspectives Summary Glossary 350 The Advisory Board 351 Index 355
Preface ix About the Author xiii PART I Principles of Value Creation 1 Marketing and Shareholder Value 3 Introduction and objectives Managing in the twenty-first century Measuring success: shareholder value Marketing's lost influence Marketing's new opportunity The shareholder value principle Challenges to shareholder value Accounting-based performance measures The changing role of marketing Summary 2 The Shareholder Value Approach 36 Introduction and objectives Principles of valuation Shareholder value Economic value added Financial value drivers Marketing value drivers Organisational value drivers Marketing applications of shareholder value Limitations of shareholder value analysis Summary 3 The Marketing Value Driver 73 Introduction and objectives A new definition of marketing Creating customer value Building the differential advantage Building relationships with customers Implementing relationship marketing Organisational requirements The customer-focused organisation Summary 4 The Growth Imperative 105 Introduction and objectives Marketing, growth and shareholder value Pathways to growth Developing a growth strategy Summary PART II Developing High-Value Strategies 5 Strategic Position Assessment 151 Introduction and objectives An overview Assessing the current position Explaining the current position Projecting the future of the business Implications of the strategic position assessment The value-based plan Strategic objectives Summary 6 Value-Based Marketing Strategy 189 Introduction and objectives Why strategic marketing plans? Corporate level planning Business unit planning The planning process Summary PART III Implementing High-Value Strategies 7 Building Brands 227 Introduction and objectives The role of intangible assets The role of the brand Brands and shareholder value How to build brands Issues in branding Organising the brand portfolio Valuing the brand Summary 8 Pricing for Value 262 Introduction and objectives Price and shareholder value Pricing principles Setting the price Adapting prices to customers and products Changing the price Price management Summary 9 Value-Based Communications 300 Introduction and objectives Communications and shareholder value Communications and customers Developing a communications strategy Allocating across communications channels Valuing communications strategies Summary 10 Value-Based Marketing in the Digital Age 325 Introduction and objectives The growth and development of the Internet Drivers of change in the new economy Creating value through the web Implications for marketing strategy Building the brand on the Internet Future perspectives Summary Glossary 350 The Advisory Board 351 Index 355
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