Value-based Marketing - Marketing Strategies for Corporate Growth and Shareholder Value 2e (Hardcover, 2nd Edition)

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has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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

Table of Contents:

PART I

Principles of Value Creation

1 Marketing and Shareholder Value

2 The Shareholder Value Approach

3 The Marketing Value Driver

4 The Growth Imperative

PART II

Developing High-Value Strategies

5 Strategic Position Assessment

6 Value-Based Marketing Strategy

PART III

Implementing High-Value Strategies

7 Building Brands

8 Pricing for Value

9 Value-BasedCommunications

10 Value-Based Marketing in the Digital Age

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