Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value | 2 Edition

Details about Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value:

Fully updated and enhanced with new case studies and statistics, Value-Based Marketing: Marking Strategies for Corporate Growth and Shareholder Value, Second Edition is an introduction to shareholder value analysis, essential for the marketing professional. While maintaining the original essence of the first edition, this book provides tools for developing marketing strategies to create optimal value, explains how marketing generates shareholder value, and shows how management can evaluate strategies to stimulate effective marketing. With contributions from well-respected international marketing experts, this book is ideal for marketing professionals, general managers and MBA students.