Building Value through Marketing: A Step-by-Step Guide - Brossura

Sugai, Philip

Brossura

ISBN 10: 0367472864 ISBN 13: 9780367472863

Casa editrice: Routledge, 2020

Riassunto

Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders.

Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: "The Value Mindset," "The 12 Building Blocks of Value," and "Value-Focused Marketing in Action," which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by real-life case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists and the role that marketing plays within these business practices.

This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA levels. Its uniquely applied approach also makes it an excellent guide for marketing practitioners and institutions offering professional qualifications.

Su questo libro

Informazioni sull'autore

Philip Sugai is Professor of Marketing at Doshisha Business School in Kyoto, Japan, and has published books and multiple case studies on global business and marketing.

Dettagli dell'edizione

• Editore: Routledge
• Data di pubblicazione: 2020
• Lingua: Inglese
• ISBN 10: 0367472864
• ISBN 13: 9780367472863
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 246
• Contatto del produttore: Taylor and Francis, GPSR Taylor and Francis; gpsr@taylorandfrancis.com; ; Taylor & Francis Verlag GmbH, Kaufingerstraße 24; München; 80331; Germania