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Description - Marketing Management by Gregory Whitwell

This text is the Australasian adaptation of Peter Doyle?s Value-Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long-term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step-by-step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.

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Book Details

ISBN: 9780470800966
ISBN-10: 0470800968
Format: Hardback
(255mm x 192mm x 27mm)
Pages: 471
Imprint: John Wiley & Sons Inc
Publisher: John Wiley & Sons Inc
Publish Date: 22-Apr-2003
Country of Publication: United States

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Author Biography - Gregory Whitwell

Gregory J. Whitwell, University of Melbourne Bryan A. Lukas, University of Melbourne Peter Doyle, University of Warwick