Publisher's Synopsis
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
