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Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, 2nd Edition




Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, 2nd Edition

Peter Doyle

ISBN: 978-0-470-77314-7 October 2008 382 Pages


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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.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:


Principles of Value Creation

1      Marketing and Shareholder Value  

2      The Shareholder Value Approach    

3      The Marketing Value Driver    

4       The Growth Imperative    


Developing High-Value Strategies

5       Strategic Position Assessment

6       Value-Based Marketing Strategy  


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


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


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


4 The Growth Imperative 105

Introduction and objectives

Marketing, growth and shareholder value

Pathways to growth

Developing a growth strategy


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


6 Value-Based Marketing Strategy 189

Introduction and objectives

Why strategic marketing plans?

Corporate level planning

Business unit planning

The planning process


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


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


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


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


Glossary 350

The Advisory Board 351

Index 355