Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

by Peter Doyle and Peter Doyle

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0471877271
• ISBN13: 9780471877271
• Release Date: December 2000
• Publisher: Wiley
• Length: 384 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.0" x 7.6" x 10.0"

Customer Reviews

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

ExxonMobil Chemical Marketing uses Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value by Peter Doyle together with Marketing Training Courses globally. Each year we consider the newer Marketing Strategy books being published, and each year Peter Doyle's book is our chosen companion for our Marketing Courses.

Value-based marketing

I like this book because it sucessfully integrate marketing and management as a whole. It is very practical in the step-by-step structure, where it shows how to work with the development of strategies that are aiming at both the growth of the company and the shareholder value. As a marketing student I strongly recommend it.