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enhanced and replaced statistics, case studies and other outdated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.
關於作者：
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.
目錄：
Preface.
About the author.
PART I: PRINCIPLES OF VALUE CREATION.
1. Marketing and Shareholder Value.
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.
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.
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 organization.
Summary.
4. The Growth Imperative.
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.
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.
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.
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.
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.
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.
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.
The Advisory Board.
Index.
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