Product Description

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.

Product Details

• Amazon Sales Rank: #314084 in Books
• Published on: 2000-10-27
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 384 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.