Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value by Peter Doyle

Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value

Peter Doyle

384 pages first pub 2000 (editions)

nonfiction business informative medium-paced
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A seminal work - reformulating marketing around creating shareholder value. For the first time, marketing is integrated with the governing objective of management. A practical, step-by-step guide to developing marketing strategies that generate gr...

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