Value-based marketing : marketing strategies for corporate growth and shareholder value /

"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. Where relevant, case studies and illustrations have been updated."--Jack...

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Bibliographic Details

Main Author:	Doyle, Peter, 1943-2003
Format:	eBook
Language:	English
Published:	Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2008.
Edition:	2nd ed.
Subjects:	Marketing > Management. Corporations > Valuation. Electronic books.
Online Access:	Connect to the full text of this electronic book