"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" by Worldcat.
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.
