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Informationen zum Autor Peter Doyle was internationally recognized for his teaching and research on marketing and business strategy. He was Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he held positions at the London Business School, INSEAD, Bradford and Stanford Universities. He is the author of numerous papers which have appeared in most of the world's top journals including the Journal of marketing, Journal of Marketing Research, Management Science and the Economic Journal . His other recent books are Marketing Management and Strategy and Innovation in Marketing . He acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestlé, Cadbury-Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Norvatis, 3M, Saatchi & Saatchi and Wal-Mart. He has also advised such professional bodies as Britain's Cabinet Office, the Institute of Chartered Accountants, the Institute of Directors, the CBI, the Pacific-Asian Management Institute and the Singapore Department of Trade. During his career, Peter Doyle ran executive programmes for senior managers throughout Europe, the United States, South America, Australia and the Far East. He was voted 'Outstanding Teacher' on numerous university and corporate courses. He held a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA. His research twice led him to be awarded the President's Medal of the Operational Research Society and the Best Paper Award of the American Marketing Association. Klappentext This is the second edition of Value-Based Marketing. As with the first edition, it makes a powerful case for marketing's role in an organisation's success by establishing it on a sound intellectual basis. It answers critics of marketing who claim that it has not had the impact on management that its importance merits because of unclear objectives and weak intellectual foundations.This book emphasis marketing's contribution to long-term shareholder value creation, which is the governing objective of management today. It explores, at both the strategic and tactical level, how this affects marketing planning, decisions about brands, pricing, communications and distributions.For marketing professionals, the book provides a clear practical introduction to shareholder value analysis. It gives them the tools to develop the marketing strategies that will create the most value for the business.For top management and CFOs, the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. Where relevant, case studies and illustrations have been updated.An essential text for MBAs. Zusammenfassung 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. Inhaltsverzeichnis Preface ix About the Author xiii PART I Principles of Value Creation 1 Marketing and Shareholder Value 3 Introduction and objectives Managing in the twenty-first century Measuring success: shareholder value Marketing's lost influence Marketing's new opportunity The shareholder value principle Challenges to shareholder value Accounting-based performance measures The changing role of marketing Summary 2 The Shareholder Value Approach 36 Introduction and objectives Principles of valuation Shareholder value Economic value added ...
