Name: Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value
Author: Peter Doyle (Author)
ISBN: 9780471877271

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value book cover

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

Author(s): Peter Doyle (Author)

Publisher: Wiley
Publication Date: January 9, 2001
Edition: 1st
Language: English
Print length: 384 pages
ISBN-10: 0471877271
ISBN-13: 9780471877271

Book Description

A seminal work – reformulating marketing around creating shareholder value.

For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate growth and shareholder value. An essential text for top management and MBAs.

Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations.

Value Based Marketing reformulates marketing, making its goals more relevant and establishing it on a sounder intellectual basis. The governing objective of management in all of today’s leading companies is to maximise long-term returns to shareholders. The book redefines marketing’s role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet.

The increasing emphasis placed on the financial technique of shareholder value as a means for measuring a company’s performance has provided a major opportunity for marketing managers: the ability to increase greatly their sphere of influence in setting their company’s strategic direction like never before. The book provides a clear practical introduction to shareholder value analysis and provides practical tools for translating marketing ideas into the financial framework used by modern boards of directors.

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.

Editorial Reviews

Review

“…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)

From the Inside Flap

Marketing has not had the impact on management that its importance merits. This is largely due to its unclear objectives and weak intellectual foundations. Value-Based Marketing reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in all of today’s leading companies is to maximise long-term returns to shareholders. The book redefines marketing’s role as contributing to this task of shareholder value creation. It explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the Internet.
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 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.
An essential text for MBAs.

From the Back Cover

In this seminal new book marketing is integrated with the governing objective of management – shareholder value. This step-by-step guide provides practical ways in which to develop marketing strategies that generate growth and shareholder value.

What the experts say about Value-Based Marketing:
“Peter Doyle has written a ‘tipping point’ book destined to spark a welcome revolution in both marketing and financial circles.” – Philip Kotler, SC Johnson Son Distinguished Professor of International Marketing, Northwestern University, USA
“The definitive marketing textbook for our time. A must-have, must-read.” – Rita Clifton, Chief Executive, Interbrand
“This important book could be highly influential.” Sir Martin Sorrell, Chief Executive, WPP Group plc
“Outstanding. Brilliant in bringing together marketing and value-based management.” Sir Peter Davis, Chief Executive, J Sainsbury plc
“The lessons of this book need to be taken seriously at all levels of management.” Lord Marshall, Chairman, British Airways
“Peter Doyle’s book will be of enormous help in ensuring you end up a winner.” Tony O’Reilly, Chairman H J Heinz Company, USA
“Required reading for both marketing and financial executives.” Professor John Quelch, Dean, London Business School
“Brilliantly re-establishes business growth and the brand in the centre ground.” Andrew Seth, Chairman, Added Value Group former chairman, Lever Brothers
“A great book that will stretch and sharpen your thinking.” Chris Powell, Chairman, BMP DDB
“Demonstrates that good marketing and value creation are one and the same.” Terry Leahy, Chief Executive, Tesco plc
“A masterly integration of marketing and finance.” Jean-Claude Larreche, A H Heineken Professor of Marketing, INSEAD, France
“From one of the great teachers of marketing and strategy. Compulsory reading.” Mike Detsiny, Director General, The Marketing Society
“Convincingly demonstrates that marketing is the key to shareholder value.” John Stubbs, Chief Executive, Chartered Institute of Marketing
“A definitive book destined to become a classic marketing text and practical business reference.” Dr Roger Hood, KPMG Consulting, Strategy group Director of Planning
“Defines the pivotal role of marketing in delivering shareholder value in the New Economy.” Keith Bedell-Pearce, e-Commerce Director, Prudential plc
“Peter Doyle has hit the nail on the head…an excellent read.” Nick Phillips, Director General, IPA
“An excellent read and a proof of the importance of marketing.” John Bateson, Chief Executive, SHL Group plc

About the Author

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.

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