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

by Peter Doyle and Peter Doyle

A seminal work - reformulating marketing around creating shareholder value. For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs. Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak...

• Format: Hardcover
• Language: English
• ISBN: 0471877271
• ISBN13: 9780471877271
• Release Date: December 2000
• Publisher: Wiley
• Length: 384 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.0" x 7.6" x 10.0"

Customer Reviews

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

ExxonMobil Chemical Marketing uses Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value by Peter Doyle together with Marketing Training Courses globally. Each year we consider the newer Marketing Strategy books being published, and each year Peter Doyle's book is our chosen companion for our Marketing Courses.

Value-based marketing

I like this book because it sucessfully integrate marketing and management as a whole. It is very practical in the step-by-step structure, where it shows how to work with the development of strategies that are aiming at both the growth of the company and the shareholder value. As a marketing student I strongly recommend it.