Marketing Management: A Value-Based Approach - Rilegato

Whitwell, Gregory; Lukas, Bryan A.; Doyle, Peter

Rilegato

ISBN 10: 0470800968 ISBN 13: 9780470800966

Casa editrice: John Wiley & Sons Inc, 2003

Riassunto

This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.

Su questo libro

L'autore

Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2003
• ISBN 10: 0470800968
• ISBN 13: 9780470800966
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero di pagine: 472