Marketing Management: A Value-Based Approach - Hardcover

Lukas, Bryan A.; Whitwell, Gregory; Doyle, Peter

Hardcover

ISBN 10: 0470800968 ISBN 13: 9780470800966

Publisher: Wiley, 2003

Synopsis

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.

About this title

About the Author

Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick

Edition details

• Publisher: Wiley
• Publication date: 2003
• ISBN 10: 0470800968
• ISBN 13: 9780470800966
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 471