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...
| Main Author: | |
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| Format: | eBook |
| Language: | English |
| Published: |
Chichester, England ; Hoboken, NJ :
John Wiley & Sons,
©2008.
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| Edition: | 2nd ed. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | "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."--Jacket |
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| Physical Description: | 1 online resource (xii, 367 pages) : illustrations (some color), plans |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781119207177 1119207177 9780470741351 047074135X 9780470687635 0470687630 9780470687642 0470687649 |