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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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 ix
About the Author xiii
PART I Principles of Value Creation
1 Marketing and Shareholder Value 3
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 36
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 73
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 organisation
Summary
4 The Growth Imperative 105
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 151
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 189
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 227
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 262
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 300
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 325
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 350
The Advisory Board 351
Index 355
