{"product_id":"9780470687635","title":"Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value","description":"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.  It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.\u003cbr\u003e \u003cp\u003eThe original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.\u003cbr\u003e \u003c\/p\u003e \u003cp\u003eThe highly prestigious panels of contributors include:\u003c\/p\u003e \u003cp\u003eJean-Claude Larréché – INSEAD\u003c\/p\u003e \u003cp\u003eVeronica Wong – Aston Business School\u003c\/p\u003e \u003cp\u003eJohn Quelch – Harvard Business School\u003c\/p\u003e \u003cp\u003eSusan Hart – Strathclyde Graduate Business School (SGBS)\u003c\/p\u003e \u003cp\u003eMichael Baker – Emeritus Professor SGBS\u003c\/p\u003e \u003cp\u003eTim Ambler – London Business School\u003c\/p\u003e \u003cp\u003eTony Cram – Ashridge\u003cbr\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003eTable of Contents:\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePART I\u003c\/p\u003e \u003cp\u003ePrinciples of Value Creation\u003c\/p\u003e \u003cp\u003e1      Marketing and Shareholder Value  \u003c\/p\u003e \u003cp\u003e2      The Shareholder Value Approach    \u003c\/p\u003e \u003cp\u003e3      The Marketing Value Driver    \u003c\/p\u003e \u003cp\u003e4       The Growth Imperative    \u003c\/p\u003e \u003cp\u003ePART II\u003c\/p\u003e \u003cp\u003eDeveloping High-Value Strategies\u003c\/p\u003e \u003cp\u003e5       Strategic Position Assessment\u003c\/p\u003e \u003cp\u003e6       Value-Based Marketing Strategy  \u003c\/p\u003e \u003cp\u003ePART III\u003c\/p\u003e \u003cp\u003eImplementing High-Value Strategies\u003c\/p\u003e \u003cp\u003e7      Building Brands  \u003c\/p\u003e \u003cp\u003e8       Pricing for Value  \u003c\/p\u003e \u003cp\u003e9       Value-Based Communications \u003c\/p\u003e \u003cp\u003e10     Value-Based Marketing in the Digital Age    \u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47072558022896,"sku":"9780470687635","price":70.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780470687635_p0.jpg?v=1763706715","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780470687635","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}