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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. | Marketing Marketing Strategies for Corporate Growth and Shareholder Value SECOND EDITION PETER DOYLE Value-Based Marketing Marketing Strategies for Corporate Growth and Shareholder Value Peter Doyle WILEY A John Wiley and Sons Ltd. .
