Value-based Marketing

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.

• Preface ixAbout the Author xiiiPART I Principles of Value Creation1 Marketing and Shareholder Value 3Introduction and objectivesManaging in the twenty-first centuryMeasuring success: shareholder valueMarketing’s lost influenceMarketing’s new opportunityThe shareholder value principleChallenges to shareholder valueAccounting-based performance measuresThe changing role of marketingSummary2 The Shareholder Value Approach 36Introduction and objectivesPrinciples of valuationShareholder valueEconomic value addedFinancial value driversMarketing value driversOrganisational value driversMarketing applications of shareholder valueLimitations of shareholder value analysisSummary3 The Marketing Value Driver 73Introduction and objectivesA new definition of marketingCreating customer valueBuilding the differential advantageBuilding relationships with customersImplementing relationship marketingOrganisational requirementsThe customer-focused organisationSummary4 The Growth Imperative 105Introduction and objectivesMarketing, growth and shareholder valuePathways to growthDeveloping a growth strategySummaryPART II Developing High-Value Strategies5 Strategic Position Assessment 151Introduction and objectivesAn overviewAssessing the current positionExplaining the current positionProjecting the future of the businessImplications of the strategic position assessmentThe value-based planStrategic objectivesSummary6 Value-Based Marketing Strategy 189Introduction and objectivesWhy strategic marketing plans?Corporate level planningBusiness unit planningThe planning processSummaryPART III Implementing High-Value Strategies7 Building Brands 227Introduction and objectivesThe role of intangible assetsThe role of the brandBrands and shareholder valueHow to build brandsIssues in brandingOrganising the brand portfolioValuing the brandSummary8 Pricing for Value 262Introduction and objectivesPrice and shareholder valuePricing principlesSetting the priceAdapting prices to customers and productsChanging the pricePrice managementSummary9 Value-Based Communications 300Introduction and objectivesCommunications and shareholder valueCommunications and customersDeveloping a communications strategyAllocating across communications channelsValuing communications strategiesSummary10 Value-Based Marketing in the Digital Age 325Introduction and objectivesThe growth and development of the InternetDrivers of change in the new economyCreating value through the webImplications for marketing strategyBuilding the brand on the InternetFuture perspectivesSummaryGlossary 350The Advisory Board 351Index 355