{"product_id":"valuebased-marketing-9780470773147","title":"Valuebased Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I Principles of Value Creation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Marketing and Shareholder Value 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eManaging in the twenty-first century\u003c\/p\u003e \u003cp\u003eMeasuring success: shareholder value\u003c\/p\u003e \u003cp\u003eMarketing’s lost influence\u003c\/p\u003e \u003cp\u003eMarketing’s new opportunity\u003c\/p\u003e \u003cp\u003eThe shareholder value principle\u003c\/p\u003e \u003cp\u003eChallenges to shareholder value\u003c\/p\u003e \u003cp\u003eAccounting-based performance measures\u003c\/p\u003e \u003cp\u003eThe changing role of marketing\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Shareholder Value Approach 36\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003ePrinciples of valuation\u003c\/p\u003e \u003cp\u003eShareholder value\u003c\/p\u003e \u003cp\u003eEconomic value added\u003c\/p\u003e \u003cp\u003eFinancial value drivers\u003c\/p\u003e \u003cp\u003eMarketing value drivers\u003c\/p\u003e \u003cp\u003eOrganisational value drivers\u003c\/p\u003e \u003cp\u003eMarketing applications of shareholder value\u003c\/p\u003e \u003cp\u003eLimitations of shareholder value analysis\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Marketing Value Driver 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eA new definition of marketing\u003c\/p\u003e \u003cp\u003eCreating customer value\u003c\/p\u003e \u003cp\u003eBuilding the differential advantage\u003c\/p\u003e \u003cp\u003eBuilding relationships with customers\u003c\/p\u003e \u003cp\u003eImplementing relationship marketing\u003c\/p\u003e \u003cp\u003eOrganisational requirements\u003c\/p\u003e \u003cp\u003eThe customer-focused organisation\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Growth Imperative 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eMarketing, growth and shareholder value\u003c\/p\u003e \u003cp\u003ePathways to growth\u003c\/p\u003e \u003cp\u003eDeveloping a growth strategy\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II Developing High-Value Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Strategic Position Assessment 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eAn overview\u003c\/p\u003e \u003cp\u003eAssessing the current position\u003c\/p\u003e \u003cp\u003eExplaining the current position\u003c\/p\u003e \u003cp\u003eProjecting the future of the business\u003c\/p\u003e \u003cp\u003eImplications of the strategic position assessment\u003c\/p\u003e \u003cp\u003eThe value-based plan\u003c\/p\u003e \u003cp\u003eStrategic objectives\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Value-Based Marketing Strategy 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eWhy strategic marketing plans?\u003c\/p\u003e \u003cp\u003eCorporate level planning\u003c\/p\u003e \u003cp\u003eBusiness unit planning\u003c\/p\u003e \u003cp\u003eThe planning process\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III Implementing High-Value Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Building Brands 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eThe role of intangible assets\u003c\/p\u003e \u003cp\u003eThe role of the brand\u003c\/p\u003e \u003cp\u003eBrands and shareholder value\u003c\/p\u003e \u003cp\u003eHow to build brands\u003c\/p\u003e \u003cp\u003eIssues in branding\u003c\/p\u003e \u003cp\u003eOrganising the brand portfolio\u003c\/p\u003e \u003cp\u003eValuing the brand\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Pricing for Value 262\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003ePrice and shareholder value\u003c\/p\u003e \u003cp\u003ePricing principles\u003c\/p\u003e \u003cp\u003eSetting the price\u003c\/p\u003e \u003cp\u003eAdapting prices to customers and products\u003c\/p\u003e \u003cp\u003eChanging the price\u003c\/p\u003e \u003cp\u003ePrice management\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Value-Based Communications 300\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eCommunications and shareholder value\u003c\/p\u003e \u003cp\u003eCommunications and customers\u003c\/p\u003e \u003cp\u003eDeveloping a communications strategy\u003c\/p\u003e \u003cp\u003eAllocating across communications channels\u003c\/p\u003e \u003cp\u003eValuing communications strategies\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Value-Based Marketing in the Digital Age 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction and objectives\u003c\/p\u003e \u003cp\u003eThe growth and development of the Internet\u003c\/p\u003e \u003cp\u003eDrivers of change in the new economy\u003c\/p\u003e \u003cp\u003eCreating value through the web\u003c\/p\u003e \u003cp\u003eImplications for marketing strategy\u003c\/p\u003e \u003cp\u003eBuilding the brand on the Internet\u003c\/p\u003e \u003cp\u003eFuture perspectives\u003c\/p\u003e \u003cp\u003eSummary\u003c\/p\u003e \u003cp\u003eGlossary 350\u003c\/p\u003e \u003cp\u003eThe Advisory Board 351\u003c\/p\u003e \u003cp\u003eIndex 355\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402429440343,"sku":"9780470773147","price":36.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470773147.jpg?v=1730480375","url":"https:\/\/bookcurl.com\/products\/valuebased-marketing-9780470773147","provider":"Book Curl","version":"1.0","type":"link"}