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Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value (Hardcover)

by Peter Doyle (Author) "What do General Electric, Coca-cola, Disney Corporation, BP-Amoco, Cadbury and Berkshire Hathaway have in common? ..." (more)

4.0 out of 5 stars See all reviews (1 customer review)

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Product details

Hardcover: 384 pages
Publisher: John Wiley & Sons (27 Oct 2000)
Language English
ISBN-10: 0471877271
ISBN-13: 978-0471877271
Product Dimensions: 24.9 x 19.6 x 2.5 cm

Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 323,906 in Books (See Bestsellers in Books)

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Product Description

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)

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)

See all Product Description

Inside This Book (Learn More)

First Sentence
What do General Electric, Coca-cola, Disney Corporation, BP-Amoco, Cadbury and Berkshire Hathaway have in common? Read the first page

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Concordance

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18 of 19 people found the following review helpful:

4.0 out of 5 stars The book that sends Marketing back to the boardroom., 23 Mar 2001

By	kevin.relihan@cw.com (Dublin, Ireland) - See all my reviews

For many people employed in the marketing field the daily constant is proving that marketing is adding value to the organization. Doyle tackles marketings primary incompetence: the inability to show this 'value add' in financial terms. He argues convincingly that there is a high correlation between shareholder value and marketing input. At the end of this book Marketing people should succeed in securing higher budgets for targetted campaigns and organizations can expect to see improving shareholder returns over time. This book certainly comes under the 'must read' category.

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