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. The 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book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larr ch INSEAD Veronica Wong Aston Business School John Quelch Harvard Business School Susan Hart Strathclyde Graduate Business School (SGBS) Michael Baker Emeritus Professor SGBS Tim Ambler London Business School Tony Cram Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age

This book provides a clear practical introduction to shareholdervalue analysis for the marketing professional. It gives themthe tools to develop the marketing strategies that will create themost value for business. For top management and CFOs the bookexplains how marketing generates shareholder value. It showshow top management should evaluate strategies and stimulate moreeffective and relevant marketing in their companies.The original essence of the first edition has been maintainedbut obvious areas have been updated and revised, as well as, newareas such as technology have been addressed. The secondedition of this book has been written by a ghost writer who hasfully updated, enhanced and replaced statistics, case studies andother outdated content with the help of a select advisory paneleach of whom has acted as a subject expert, a guide and as part ofa steering committee.The highly prestigious panels of contributors include:Jean-Claude Larréché - INSEADVeronica Wong - Aston Business SchoolJohn Quelch - Harvard Business SchoolSusan Hart - Strathclyde Graduate Business School(SGBS)Michael Baker - Emeritus Professor SGBSTim Ambler - London Business SchoolTony Cram - AshridgeTable of Contents:PART IPrinciples of Value Creation1 Marketing and ShareholderValue2 The Shareholder ValueApproach3 The Marketing ValueDriver4 The GrowthImperativePART IIDeveloping High-Value Strategies5 Strategic PositionAssessment6 Value-Based MarketingStrategyPART IIIImplementing High-Value Strategies7 Building Brands8 Pricing forValue9 Value-BasedCommunications10 Value-Based Marketing in the DigitalAge

Preface ixAbout the Author xiiiPART I Principles of Value Creation1 Marketing and Shareholder Value 3Introduction and objectivesManaging in the twenty-first centuryMeasuring success: shareholder valueMarketing's lost influenceMarketing's new opportunityThe shareholder value principleChallenges to shareholder valueAccounting-based performance measuresThe changing role of marketingSummary2 The Shareholder Value Approach 36Introduction and objectivesPrinciples of valuationShareholder valueEconomic value addedFinancial value driversMarketing value driversOrganisational value driversMarketing applications of shareholder valueLimitations of shareholder value analysisSummary3 The Marketing Value Driver 73Introduction and objectivesA new definition of marketingCreating customer valueBuilding the differential advantageBuilding relationships with customersImplementing relationship marketingOrganisational requirementsThe customer-focused organisationSummary4 The Growth Imperative 105Introduction and objectivesMarketing, growth and shareholder valuePathways to growthDeveloping a growth strategySummaryPART II Developing High-Value Strategies5 Strategic Position Assessment 151Introduction and objectivesAn overviewAssessing the current positionExplaining the current positionProjecting the future of the businessImplications of the strategic position assessmentThe value-based planStrategic objectivesSummary6 Value-Based Marketing Strategy 189Introduction and objectivesWhy strategic marketing plans?Corporate level planningBusiness unit planningThe planning processSummaryPART III Implementing High-Value Strategies7 Building Brands 227Introduction and objectivesThe role of intangible assetsThe role of the brandBrands and shareholder valueHow to build brandsIssues in brandingOrganising the brand portfolioValuing the brandSummary8 Pricing for Value 262Introduction and objectivesPrice and shareholder valuePricing principlesSetting the priceAdapting prices to customers and productsChanging the pricePrice managementSummary9 Value-Based Communications 300Introduction and objectivesCommunications and shareholder valueCommunications and customersDeveloping a communications strategyAllocating across communications channelsValuing communications strategiesSummary10 Value-Based Marketing in the Digital Age 325Introduction and objectivesThe growth and development of the InternetDrivers of change in the new economyCreating value through the webImplications for marketing strategyBuilding the brand on the InternetFuture perspectivesSummaryGlossary 350The Advisory Board 351Index 355