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 been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché - INSEAD Veronica Wong - Aston Business School John Quelch - Harvard Business School Susan Hart - Strathclyde Graduate Business School (SGBS) Michael Baker - Emeritus Professor SGBS Tim Ambler - London Business School Tony Cram - Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age
Preface. About the author. PART I: PRINCIPLES OF VALUE CREATION. 1. Marketing and Shareholder Value. Introduction and objectives. Managing in the twenty-first century. Measuring success: shareholder value. Marketing's lost influence. Marketing's new opportunity. The shareholder value principle. Challenges to shareholder value. Accounting-based performance measures. The changing role of marketing. Summary. 2. The Shareholder Value Approach. Introduction and objectives. Principles of valuation. Shareholder value. Economic value added. Financial value drivers. Marketing value drivers. Organisational value drivers. Marketing applications of shareholder value. Limitations of shareholder value analysis. Summary. 3. The Marketing Value Driver. Introduction and objectives. A new definition of marketing. Creating customer value. Building the differential advantage. Building relationships with customers. Implementing relationship marketing. Organisational requirements. The customer-focused organization. Summary. 4. The Growth Imperative. Introduction and objectives. Marketing, growth and shareholder value. Pathways to growth. Developing a growth strategy. Summary. PART II: DEVELOPING HIGH-VALUE STRATEGIES. 5. Strategic Position Assessment. Introduction and objectives. An overview. Assessing the current position. Explaining the current position. Projecting the future of the business. Implications of the strategic position assessment. The value-based plan. Strategic objectives. Summary. 6. Value-Based Marketing Strategy. Introduction and objectives. Why strategic marketing plans? Corporate level planning. Business unit planning. The planning process. Summary. PART III: IMPLEMENTING HIGH-VALUE STRATEGIES. 7. Building Brands. Introduction and objectives. The role of intangible assets. The role of the brand. Brands and shareholder value. How to build brands. Issues in branding. Organising the brand portfolio. Valuing the brand. Summary. 8. Pricing for Value. Introduction and objectives. Price and shareholder value. Pricing principles. Setting the price. Adapting prices to customers and products. Changing the price. Price management. Summary. 9. Value-Based Communications. Introduction and objectives. Communications and shareholder value. Communications and customers. Developing a communications strategy. Allocating across communications channels. Valuing communications strategies. Summary. 10. Value-Based Marketing in the Digital Age. Introduction and objectives. The growth and development of the Internet. Drivers of change in the new economy. Creating value through the web. Implications for marketing strategy. Building the brand on the Internet. Future perspectives. Summary. Glossary. The Advisory Board. Index.
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