Value-based Marketing

Value-based Marketing provides a clear and practical introduction to shareholder value analysis for the marketing professional. It equips professionals with the tools to develop marketing strategies that maximise business value. For top management and CFOs, the book elucidates how marketing generates shareholder value, and it demonstrates how leaders should evaluate strategies to stimulate more effective and relevant marketing within their companies.

The original essence of the first edition has been maintained, but key areas have been updated and revised. New topics, including technology, have been addressed. The second edition has been updated by a ghost writer, who has enhanced and replaced statistics, case studies, and outdated content with the assistance of a select advisory panel. Each panel member contributed as a subject expert, guide, and steering committee member.

The panels of esteemed 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