haku: @freeterm Value-based marketing / yhteensä: 1
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| Tekijä: | Doyle, P. |
| Otsikko: | Valuing marketing's contribution |
| Lehti: | European Management Journal
2000 : JUN, VOL. 18:3, p. 233-245 |
| Asiasana: | Marketing Shareholder value Valuation |
| Vapaa asiasana: | Shareholder value analysis Value-based marketing |
| Kieli: | eng |
| Tiivistelmä: | Marketing has not had the impact in the boardroom that its importance justifies. This paper redefines marketing in value terms and explains how shareholder value analysis can be used to demonstrate the importance of marketing, value brands and test marketing strategies. Here is introduced the concept of value-based marketing. It proposes that the real objective of marketing in the business enterprise is to develop and implement customer-led strategies that create shareholder value. |
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