Value-based marketing: marketing strategies for corporate growth and shareholder value
Auteur :
Doyle, Peter
Éditeur :
John Wiley & Sons Inc
ISBN :
9780470773147
Date de publication :
28 oct. 2008
Dimensions :
25,4 x 19,6 x 2,5 cm
Poids :
916 g
Langue :
Anglais
Pays d'origine :
USA
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.