Value-based marketing marketing strategies for corporate growth and shareholder value
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholde...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Chichester, England :
John Wiley & Sons
c2008.
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| Edición: | 2nd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623529706719 |
| Sumario: | This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have |
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| Notas: | Description based upon print version of record. |
| Descripción Física: | 1 online resource (383 p.) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780470687635 9781119207177 9781282342996 9786612342998 9780470741351 |
