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Books > Business & Economics > Business & management > Business strategy
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Building Value through Marketing - A Step-by-Step Guide (Hardcover)
Loot Price: R3,890
Discovery Miles 38 900
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Building Value through Marketing - A Step-by-Step Guide (Hardcover)
Expected to ship within 12 - 17 working days
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Building Value through Marketing provides a hands-on guide to
understanding and building compelling marketing plans that create
value, not only in profit terms but also for customers and
stakeholders. Working step-by-step through strategy development,
this book empowers those responsible for creating or managing new
products or services to have the right mindset, understand the most
important marketing tools that they can use and apply these to
create unprecedented levels of value. Founded on the principle of
Service Dominant Logic, the book is organized into three key
sections: "The Value Mindset," "The 12 Building Blocks of Value,"
and "Value-Focused Marketing in Action," which walk through the
process of value-focused product and service development. The
strategies and tools put forward have been tested successfully
across multiple industries and countries and are grounded in
academic theory, emphasized by real-life case studies throughout.
Readers will gain the ability to align their marketing scholarship
and practices with the current definition of why a business exists
and the role that marketing plays within these business practices.
This is essential reading for those studying Marketing Planning and
Strategy at Advanced Undergraduate, Postgraduate and MBA levels.
Its uniquely applied approach also makes it an excellent guide for
marketing practitioners and institutions offering professional
qualifications.
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