Product Description

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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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    

Product Details

• Amazon Sales Rank: #102435 in Books
• Published on: 2008-10-31
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 380 pages

Review
"...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)

Review
"...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)

Mike Detsiny, Director General, The Marketing Society
From one of the great teachers of marketing and strategy. Compulsory reading.

Customer Reviews

The book that sends Marketing back to the boardroom.
For many people employed in the marketing field the daily constant is proving that marketing is adding value to the organization. Doyle tackles marketings primary incompetence: the inability to show this 'value add' in financial terms. He argues convincingly that there is a high correlation between shareholder value and marketing input. At the end of this book Marketing people should succeed in securing higher budgets for targetted campaigns and organizations can expect to see improving shareholder returns over time. This book certainly comes under the 'must read' category.