Marketing Management
A Value-Based Approach
Author: Peter Doyle, Gregory Whitwell and Bryan A. Lukas
This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value. It explores how marketing planning and decisions about brands, pricing, communications, distributions and the internet drive corporate value. Australian adaptation of Doyle's Value-based Marketing.
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Summary
This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value. It explores how marketing planning and decisions about brands, pricing, communications, distributions and the internet drive corporate value. Australian adaptation of Doyle's Value-based Marketing.
Description
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.
About the Author
Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick
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