Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

ISBN-13: 9780470773147 / Angielski / Twarda / 2008 / 384 str.

Peter Doyle

Opis

This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.
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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 Larreche - 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

Spis treści

Preface ix

About the Author xiii

PART I Principles of Value Creation

1 Marketing and Shareholder Value 3

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 36

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 73

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 organisation

Summary

4 The Growth Imperative 105

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 151

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 189

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 227

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 262

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 300

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 325

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 350

The Advisory Board 351

Index 355

O autorze

Peter Doyle was internationally recognized for his teaching and research on marketing and business strategy. He was Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he held positions at the London Business School, INSEAD, Bradford and Stanford Universities.

He is the author of numerous papers which 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. His other recent books are Marketing Management and Strategy and Innovation in Marketing.

He acted as a consultant to many of the most famous international companies including Coca–Cola, IBM, Nestlé, Cadbury–Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Norvatis, 3M, Saatchi & Saatchi and Wal–Mart. He has 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.

During his career, Peter Doyle ran executive programmes for senior managers throughout Europe, the United States, South America, Australia and the Far East. He was voted 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.

Blurb

This is the second edition of Value–Based Marketing. As with the first edition, it makes a powerful case for marketing s role in an organisation s success by establishing it on a sound intellectual basis. It answers critics of marketing who claim that it has not had the impact on management that its importance merits because of unclear objectives and weak intellectual foundations.

This book emphasis marketing s contribution to long–term shareholder value creation, which is the governing objective of management today. It explores, at both the strategic and tactical level, how this affects marketing planning, decisions about brands, pricing, communications and distributions.

For marketing professionals, the book provides a clear practical introduction to shareholder value analysis. It gives them the tools to develop the marketing strategies that will create the most value for the business.

For top management and CFOs, the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. Where relevant, case studies and illustrations have been updated.

An essential text for MBAs.