Textbook

Value-Based Marketing

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The goals of this book is to define the purpose of marketing and how its contribution should be measured. The result of this redefinition will be a concept of marketing that is more practical and more relevant to the objectives of today's top management. Specifically, the author argues that the purpose of marketing is to contribute to maximising shareholders value and that marketing strategies must be evaluated in terms of how much value they create for investors. This new concept, which called value-mased marketing, does not overthrow the existing body of marketing knowledge. On the contrary, it makes it more relevant and practical by giving it greater clarity and focus.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 PET v 2000

Penerbit

Chichester : John Wiley & Sons, Ltd.., 2000

Deskripsi Fisik

xii+370hlm.;illus.;tab.;ind.;25,4cm

Bahasa

Indonesia

ISBN/ISSN

0-471-87727-1

Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

manajemen pemasaran

Info Detail Spesifik

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Pernyataan Tanggungjawab

Pengarang Utama

Versi lain/terkait

Lampiran Berkas

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