Peter Doyle 
Value-based Marketing [PDF ebook] 
Marketing Strategies for Corporate Growth and Shareholder Value

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other outdated content with the help of a select advisory panel,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

สารบัญ

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

เกี่ยวกับผู้แต่ง

Peter Doyle was internationally recognized for his teaching
and research on marketing and business strategy. He was Professor
of Marketing and Strategic Management at the University of Warwick
Business School. Previously he held positions at the London
Business School, INSEAD, Bradford and Stanford Universities.

He is the author of numerous papers which have appeared in most
of the world’s top journals including the Journal of
marketing, Journal of Marketing Research, Management Science
and the Economic Journal. His other recent books are
Marketing Management and Strategy and Innovation in
Marketing.

He acted as a consultant to many of the most famous
international companies including Coca-Cola, IBM, Nestlé,
Cadbury-Schweppes, British Airways, Mars, Johnson & Johnson,
Unilever, Shell, BP Amoco, Astra Zeneca, Norvatis, 3M, Saatchi &
Saatchi and Wal-Mart. He has also advised such professional bodies
as Britain’s Cabinet Office, the Institute of Chartered
Accountants, the Institute of Directors, the CBI, the Pacific-Asian
Management Institute and the Singapore Department of Trade.

During his career, Peter Doyle ran executive programmes for
senior managers throughout Europe, the United States, South
America, Australia and the Far East. He was voted
‘Outstanding Teacher’ on numerous university and
corporate courses. He held a First Class Honours degree from the
University of Manchester and an MBA and Ph D from Carnegie Mellon
University, USA. His research twice led him to be awarded the
President’s Medal of the Operational Research Society and the
Best Paper Award of the American Marketing Association.