TY  - BOOK
AU  - Doyle Peter
TI  - Value-Based Marketing / Marketing Strategies for Corporate Growth and Shareholder Value
SN  - 471877271
PY  - 2000///
PB  - John Wiley & Sons, Ltd
N2  - This book provides practical ways in which to develop marketing strategies that generate growth and shareholder value.  Preface, Principles of Value Creation, Marketing and Shareholder Value, The Shareholder Value Approach, The Marketing Value Driver, The growth Imperative, Developing High-Value Strategies, Strategic Position Assessment, Value-Based Marketing Strategy, Implementing High-Value Strategies, Building Brand Equity, Pricing for Value, Value-Based Communications, Value-Based Internet Marketing, Glossary, Index
ER  -