Integrates marketing with shareholder value to develop an approach for generating marketing strategies that generate growth and shareholder value. Offers marketing MBA's and other professionals ways to evaluate strategies and stimulate more effective and relevant marketing within a company. Redefines marketing as a way to foster the overall growth of a company. Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations. Value-Based Marketing reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in all of today's leading companies is to maximise long-term returns to shareholders. The book redefines marketing's role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet. 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 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. An essential text for MBAs.



Table of Contents :



PRINCIPLES OF VALUE CREATION

Marketing and Shareholder Value

The Shareholder Value Approach

The Marketing Value Driver

The Growth Imperative

DEVELOPING HIGH-VALUE STRATEGIES

Strategic Position Assessment

Value-Based Marketing Strategy

IMPLEMENTING HIGH-VALUE STRATEGIES

Building Brand Equity

Pricing for Value

Value-Based Communications

Value-Based Internet Marketing

Glossary

Index.