By Peter Doyle
ISBN-10: 047074135X
ISBN-13: 9780470741351
ISBN-10: 0470773146
ISBN-13: 9780470773147
This publication presents a transparent functional creation to shareholder price research for the selling professional. It supplies them the instruments to strengthen the promoting concepts that may create the main price for business. for high administration and CFOs the publication explains how advertising generates shareholder value. It exhibits how best administration should still evaluation techniques and stimulate greater and suitable advertising of their companies.The unique essence of the 1st version has been maintained yet visible components were up-to-date and revised, in addition to, new parts reminiscent of know-how were addressed. the second one variation of this e-book has been written via a ghost author who has totally up to date, stronger and changed records, case reviews and different outmoded content material with the aid of a pick out advisory panel, every one of whom has acted as a topic specialist, a consultant and as a part of a steerage committee.The hugely prestigious panels of members include:Jean-Claude Larréché – INSEADVeronica Wong – Aston company SchoolJohn Quelch – Harvard company SchoolSusan Hart – Strathclyde Graduate enterprise college (SGBS)Michael Baker – Emeritus Professor SGBSTim Ambler – London company SchoolTony Cram – AshridgeTable of Contents:PART IPrinciples of price Creation1 advertising and Shareholder Value 2 The Shareholder price Approach 3 the promoting worth Driver 4 the expansion Imperative PART IIDeveloping High-Value Strategies5 Strategic place Assessment6 Value-Based advertising Strategy PART IIIImplementing High-Value Strategies7 construction Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based advertising and marketing within the electronic Age
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Extra info for Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
Example text
The latter are tasks which communities often want businesses to take on, such as preserving employment, helping minorities or improving schooling. Social impacts are caused by, and are the responsibility of, the firm. Social problems, on the other hand, are dysfunctions of society. Accepting responsibility for these social problems can bring sharp conflicts with the goal of maximising shareholder value. There are a number of objections to the claims made by advocates of corporate social responsibility and the interests of alternative stakeholders.
The direct business model creates genuine value through customer focus, supplier partnerships, mass customisation and just-in-time manufacturing. GLOBAL STRATEGY In today’s connected world, every company now needs a global strategy. Industries are globalising at a rush and companies that are not leading, or at least participating, in the new alliances, are becoming non-viable. Manufacturing tended to globalise first but now services are following rapidly. For example, a series of mega-mergers in the 1990s globalised accounting, financial services and most of the advertising industry into a small number of huge global groups.
Should they fail, they are likely eventually to be acquired or merged as part of the cost consolidation process in the industry. Shareholder value analysis allows management to compare the value of alternative marketing strategies. They can objectively examine which strategy is most likely to increase the market value of the company. 5). Will it move the company towards the area of ‘complete control’ or towards increased ‘vulnerability’? 18 MARKETING AND SHAREHOLDER VALUE The key to economic value creation is the company’s ability to achieve or maintain competitive advantage in a changing market environment.
Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value by Peter Doyle
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