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Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value (2nd Edition)

Автор
Пітер Дойл
RDT оцінка
Ваша оцінка
Відправка з 17.11.2024
1166 грн
0 грн
Рекомендована роздрібна ціна
1166 грн
1
Про книжку
Код товару
121483
Рік видання
Палітурка
Мова
Англійська
Ілюстрації
Кількість сторінок
384
Формат (мм)
250 x 200
Вага
0.916
ISBN
9 780 470 773 147
Опис

This book provides a clear practical introduction to shareholder value analysis for the marketing professional. 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.

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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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
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