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AuthorDoyle, Peter, 1943-
TitleValue-based marketing : marketing strategies for corporate growth and shareholder value / Peter Doyle
Imprint Chichester ; West Sussex : Wiley, c2000
Edition 2nd ed
Descript xii, 367 p. : ill. ; 26 cm


Marketing and shareholder value -- The shareholder value approach -- The marketing value driver -- The growth imperative -- Strategic position assessment -- Value-based marketing strategy -- Building brands -- Pricing for value -- Value-based communications -- Value-based marketing in the digital age

Marketing -- Management Corporations -- Valuation

Chula Business School Library658.8 D754V 2008CHECK SHELVES

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