Contents:

Preface. About the author. PART I. Principles of Value Creation. 1. Marketing and Shareholder Value. -Introduction and objectives. -Managing in the twenty-first century. -Measuring success: shareholder value. -Marketing's lost influence. -Marketing's new opportunity. -The shareholder value principle. -Challenges to shareholder value. -Accounting-based performance measures. -The changing role of marketing. -Summary. 2. The Shareholder Value Approach. -Introduction and objectives. -Principles of valuation. -Shareholder value. -Economic value added. -Financial value drivers. -Marketing value drivers. -Organisational value drivers. -Marketing applications of shareholder value. -Limitations of shareholder value analysis. -Summary. 3. The Marketing Value Driver. -Introduction and objectives. -A new definition of marketing. -Creating customer value. -Building the differential advantage. -Building relationships with customers. -Implementing relationship marketing. -Organisational requirements. -The customer-focused organization. -Summary. 4. The Growth Imperative. -Introduction and objectives. -Marketing, growth and shareholder value. -Pathways to growth. -Developing a growth strategy. -Summary. PART II. Developing High-Value Strategies. 5. Strategic Position Assessment. -Introduction and objectives. -An overview. -Assessing the current position. -Explaining the current position. -Projecting the future of the business. -Implications of the strategic position assessment. -The value-based plan. -Strategic objectives. -Summary. 6. Value-Based Marketing Strategy. -Introduction and objectives. -Why strategic marketing plans? -Corporate level planning. -Business unit planning. -The planning process. -Summary. PART III. Implementing High-Value Strategies. 7. Building Brands. -Introduction and objectives. -The role of intangible assets. -The role of the brand. -Brands and shareholder value. -How to build brands. -Issues in branding. -Organising the brand portfolio. -Valuing the brand. -Summary. 8. Pricing for Value. -Introduction and objectives. -Price and shareholder value. -Pricing principles. -Setting the price. -Adapting prices to customers and products. -Changing the price. -Price management. -Summary. 9. Value-Based Communications. -Introduction and objectives. -Communications and shareholder value. -Communications and customers. -Developing a communications strategy. -Allocating across communications channels. -Valuing communications strategies. -Summary. 10. Value-Based Marketing in the Digital Age. -Introduction and objectives. -The growth and development of the Internet. -Drivers of change in the new economy. -Creating value through the web. -Implications for marketing strategy. -Building the brand on the Internet. -Future perspectives. -Summary. Glossary. The Advisory Board. Index.

Author

Peter Doyle was internationally recognized for his teaching and research on marketing and business strategy.  At the time of his death he was Professor of Marketing and Strategic Management at the University of Warwick Business School. Prior to this he held positions at the London Business School, INSEAD, Bradford and Stanford Universities.  He was the author of numerous papers that have appeared in most of the world's top journals including the Journal of Marketing, Journal of Marketing Research, Management Science, and the Economic Journal.  He acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestle, Cadbury Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Novartis, 3M, Saatchi & Saatchi and Wal-Mart.  He also advised such professional bodies as Britain's Cabinet Office, the Institute of Chartered Accountants, the Institute of Directors, the CBI, the Pacific-Asian Management Institute and the Singapore Department of Trade. Peter Doyle would run executive programmes for senior managers throughout Europe, the United States, South America, Australia and the Far East.  He has been voted as an Outstanding Teacher on numerous university and corporate courses.  He held a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA.  His research twice led him to be awarded the President's Medal of the Operational Research Society and the Best Paper Award of the American Marketing Association.   The second edition will be revised by a ghost writer, Laura Mazur. Laura has been a business journalist since 1978 and was editor of the UK's Marketing magazines from 1986 to 1989. She ahs written for a range of publications, including a weekly column for Marketing magazines for five years, and is also the author of management guides on international marketing and communications published by the Economics Intelligence Unit and FT reports.  An economics graduate of Smith College in the US, she also has an MA from the University of London in Soviet Studies. In revising the book, Laura will be drawing advice from an esteemed Advisory Board who 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