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.
"synopsis" may belong to another edition of this title.
Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick
"About this title" may belong to another edition of this title.
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Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1050grams, ISBN:9780470800966. Seller Inventory # 8487836
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Soft cover. Condition: Very Good. First Edition. 455 pages. tbo. Seller Inventory # 6825
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