ESCP Europe

Item type

Book

Language

anglais

Pages

xii, 370 p.

Publication year

2000

ISBN

0-471-87727-1

Content notes

PART 1: PRINCIPLES OF VALUE CREATION --- 1. Marketing and shareholder value --- 2. The shareholder value approach --- 3. The marketing value driver --- 4. The growth imperative --- PART 2: DEVELOPING HIGH VALUE STRATEGIES --- 5. Strategic position assessment --- 6. Value based marketing strategy --- PART 3: IMPLEMENTING HIGH MARKET STRATEGIES --- 7. Building brand equity --- 8. Pricing for value --- 9. Value based communications --- 10. Value based internet marketing

"In this seminal book, marketing is integrated with the governing objective of management - shareholder value. This step-by-step guide provides practical ways in which to develop marketing strategies that generate growth and shareholder value" - in book jacket.

PART 1: PRINCIPLES OF VALUE CREATION --- 1. Marketing and shareholder value --- 2. The shareholder value approach --- 3. The marketing value driver --- 4. The growth imperative --- PART 2: DEVELOPING HIGH VALUE STRATEGIES --- 5. Strategic position assessment --- 6. Value based marketing strategy --- PART 3: IMPLEMENTING HIGH MARKET STRATEGIES --- 7. Building brand equity --- 8. Pricing for value --- 9. Value based communications --- 10. Value based internet marketing.