Value-based Marketing by Peter Doyle
This volume covers Shareholder Value (SV), which may be defined as a firm's ability to earn a return for its shareholders. To achieve it (and win new investment), a company must be perceived to operate in a viable market, pursuing a strategy which promises sustainable competitive advantage.
"..Is a highly practical as well as theoretical text. Rigorously researched and cross-referenced, this book covers its ground with impressive thoroughness and is immaculately and intelligently written." (Marketing Business, October 2000) "quality revision manual" (Financial Management, June 2001) "a good book for senior marketing managers"... (Marketing Management, July 2001) voted no.1 in top ten reads of 2001 (Marketing Business, 1 December 2001)
Peter Doyle is internationally recognised for his teaching and research on marketing and business strategy. He is Professor of Marketing and Strategic Management at the University of Warwick Business School. Previously he has 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 has acted as a consultant to many of the most famous international companies including Coca-Cola, IBM, Nestle, Cadbury-Schweppes, British Airways, Mars, Johnson & Johnson, Unilever, Shell, BP Amoco, AstraZeneca, Novartis, 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. Peter Doyle has run executive programmes for senior managers thorhgout Europe, the United States, South America, Australia and the Far East. He has been voted 'Outstanding Teacher' on numerous university and corporate courses. He has a First Class Honours degree from the University of Manchester and an MBA and PhD from Carnegie Mellon University, USA. His research has twice led him to tbe awarded the President's Medal of the Operational Research Society and the Best paper Award of the American Marketing Association.
| SKU | Unavailable |
| ISBN 13 | 9780471877271 |
| ISBN 10 | 0471877271 |
| Title | Value-based Marketing |
| Author | Peter Doyle |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley and Sons Ltd |
| Year published | 2000-10-27 |
| Number of pages | 350 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |