Marketing Management: A Value-Based Approach - Hardcover

Whitwell, Gregory; Lukas, Bryan A.; Doyle, Peter

9780470800966: Marketing Management: A Value-Based Approach

Hardcover

ISBN 10: 0470800968 ISBN 13: 9780470800966

Verlag: John Wiley & Sons Inc, 2003

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THIS TEXT IS THE AUSTRALASIAN ADAPTATION OF PETER DOYLE?S VALUE–BASED MARKETING. IT REFORMULATES MARKETING, MAKING IT MORE RELEVANT AND ESTABLISHING IT ON A SOUNDER INTELLECTUAL BASIS. THE GOVERNING OBJECTIVE OF MANAGEMENT IN MOST OF TODAY?S LEADING COMPANIES IS TO MAXIMIZE LONG–TERM RETURNS TO SHAREHOLDERS. THIS BOOK REDEFINES MARKETING?S ROLE AS CONTRIBUTING TO THIS TASK OF SHAREHOLDER VALUE CREATION. IT EXPLORES HOW MARKETING PLANNING AND DECISIONS ABOUT BRANDS, PRICING, COMMUNICATIONS, DISTRIBUTIONS, AND THE INTERNET DRIVE CORPORATE VALUE. THIS STEP–BY–STEP GUIDE PROVIDES PRACTICAL WAYS TO DEVELOP MARKETING STRATEGIES THAT GENERATE GROWTH AND SHAREHOLDER VALUE.

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Rese�a del editor

This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.

Biograf�a del autor

Gregory J. Whitwell, University of Melbourne Bryan A. Lukas, University of Melbourne Peter Doyle, University of Warwick

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VerlagJohn Wiley & Sons Inc
Erscheinungsdatum2003
ISBN 10 0470800968
ISBN 13 9780470800966
EinbandTapa dura
SpracheEnglisch
Anzahl der Seiten472

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Marketing Management: A Strategic, Value-Based Approach

Whitwell, G. et al

Verlag: John Wiley & Sons, 2003

ISBN 10: 0470800968 ISBN 13: 9780470800966

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Zustand: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1050grams, ISBN:9780470800966. Bestandsnummer des Verk�ufers 8487836

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