✨ Featured Offer
Brand New
$72.08
List Price: $65.00
🚚
See all 3 offers from $43.79 FREE standard delivery by: 29 Mar 2026
Overview
A seminal work - reformulating marketing around creating shareholder value.
For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs.
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 its goals 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.
The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.
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.
For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs.
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 its goals 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.
The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company's performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company's strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.
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.
| ISBN-13 | 9780471877271 |
|---|---|
| ISBN-10 | 0471877271 |
| Weight | 1.96 Pounds |
| Dimensions | 7.66 x 1.02 x 9.96 In |
| List Price | $65.00 |
| Edition | 1st Edition |
| Format | Hardcover |
|---|---|
| Language | English |
| Pages | 384 pages |
| Publisher | Wiley |
| Published On | 2001-01-09 |
View All Offers
Sort by:
Price
Condition
Seller
Seller Comments
Price
Used, Good
Seller details
Bonita
Santa Clarita, CA, USA
Access codes and supplements are not guaranteed with used items. May be an ex-library book.
Free delivery by: 29 Mar 2026
✨ Brand New
Seller details
discount_scientific_books
Sterling Heights, MI, USA
New Book Original US edition, We Ship to PO BOX Address also.
Free delivery by: 29 Mar 2026
Brand New
Seller details
GridFreed
North Las Vegas, NV, USA
Size: 9x7x1; New. In shrink wrap. Looks like an interesting title!
Free delivery by: 29 Mar 2026