Value-based marketing : marketing strategies for corporate growth and shareholder value - Doyle, Peter, 1943 June 23-2003. (Chichester, England : John Wiley & Sons, 2008)
pt. I. Principles of Value Creation -- 1. Marketing and Shareholder Value -- 2. The Shareholder Value Approach -- 3. The Marketing Value Driver -- 4. The Growth Imperative -- pt. II. Developing High-Value Strategies -- 5. Strategic Position Assessment -- 6. Value-Based Marketing Strategy -- pt. III. Implementing High-Value Strategies -- 7. Building Brands -- 8. Pricing for Value -- 9. Value-Based Communications -- 10. Value-Based Marketing in the Digital Age.
Includes bibliographical references and index.
Keywords: Marketing -- Management; Corporations -- Valuation