Marketing Management : A Value-Based Approach

ISBN-13: 9780470800966 / Angielski / Miękka / 2003 / 472 str.

Gregory Whitwell; Bryan A. Lukas

Opis

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.

Spis treści

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

O autorze

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