Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, 2nd EditionISBN: 978-0-470-77314-7
Hardcover
384 pages
December 2008
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 15-20 days delivery time. The book is not returnable.
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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. The second
edition of this book has been written by a ghost writer who has
fully updated, enhanced and replaced statistics, case studies and
other outdated content with the help of a select advisory panel,
each of whom has acted as a subject expert, a guide and as part of
a steering committee.
The highly prestigious panels of contributors include:
Jean-Claude Larréché – INSEAD
Veronica Wong – Aston Business School
John Quelch – Harvard Business School
Susan Hart – Strathclyde Graduate Business School (SGBS)
Michael Baker – Emeritus Professor SGBS
Tim Ambler – London Business School
Tony Cram – Ashridge
Table of Contents:
PART I
Principles of Value Creation
1 Marketing and Shareholder Value
2 The Shareholder Value Approach
3 The Marketing Value Driver
4 The Growth Imperative
PART II
Developing High-Value Strategies
5 Strategic Position Assessment
6 Value-Based Marketing Strategy
PART III
Implementing High-Value Strategies
7 Building Brands
8 Pricing for Value
9 Value-Based Communications
10 Value-Based Marketing in the Digital Age