Value-based Marketing (PDF)

Preface. About the author. PART I: PRINCIPLES OF VALUE CREATION. 1. Marketing and Shareholder Value. 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. 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. 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 organization. Summary. 4. The Growth Imperative. 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. 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. 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. 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. Introduction and

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, AstraZeneca, 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 PhD 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.

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