Marketing Management. A Value–Based Approach

  • ID: 2243138
  • Book
  • 472 Pages
  • John Wiley and Sons Ltd
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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.
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Table of Contents

Part 1. A new basis for marketing management

1. Marketing and shareholder value

2. The shareholder value approach

3. Marketing?s value base

Part 2. Deciding where to compete

4. Value–based marketing strategy

5. Strategic position assessment

6. Strategic focus assessment (added)

Part 3. Deciding how to compete

7. Brands

8. Prices

9. Products (added)

10. Distribution (added)

11. Promotion and communication

12. Internet marketing
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Gregory J. Whitwell, University of Melbourne

Bryan A. Lukas, University of Melbourne

Peter Doyle, University of Warwick
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