Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
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Book Overview
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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 Larr ch - 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
Customer Reviews
Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
Value-based marketing
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