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471 sidor
2003

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.

Författare: Gregory Whitwell, Bryan A Lukas, Peter Doyle
Format: Inbunden
ISBN: 9780470800966
Språk: Engelska
Antal sidor: 471
Utgivningsdatum: 2003-01-01
Förlag: John Wiley & Sons Inc