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.

• Download Peter Doyle Value Based Marketing Pdf Format
• What Is Value Based Marketing
• Value Based Marketing Peter Doyle

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. 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. About the author. PART I: PRINCIPLES OF VALUE CREATION. 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. 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. 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. The Growth Imperative. Introduction and objectives. Marketing, growth and shareholder value. Pathways to growth. Developing a growth strategy. PART II: DEVELOPING HIGH-VALUE STRATEGIES.

Strategic Position Assessment. Introduction and objectives. 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. Value-Based Marketing Strategy. Introduction and objectives. Why strategic marketing plans? Corporate level planning.

Business unit planning. The planning process. PART III: IMPLEMENTING HIGH-VALUE STRATEGIES. 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. 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. Value-Based Communications. Introduction and objectives.

Communications and shareholder value. Communications and customers. Developing a communications strategy. Allocating across communications channels. Valuing communications strategies. 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. The Advisory Board.

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.

Download Peter Doyle Value Based Marketing Pdf Format

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, Nestle, 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.

What Is Value Based Marketing

. 1.1k Downloads.AbstractIt is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence.

Value Based Marketing Peter Doyle

Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy.J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published in Marketing Research Magazine and the Journal of the Academy of Marketing Science.