Marketing Management : A Value-Based Approach Paperback / softback
by Gregory Whitwell, Bryan A. Lukas, Peter Doyle
Paperback / softback
- Information
Description
This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing.
It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis.
The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders.
This book redefines marketing?s role as contributing to this task of shareholder value creation.
It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value.
This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.
Information
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Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:472 pages
- Publisher:John Wiley & Sons Inc
- Publication Date:10/01/2003
- Category:
- ISBN:9780470800966
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:472 pages
- Publisher:John Wiley & Sons Inc
- Publication Date:10/01/2003
- Category:
- ISBN:9780470800966