Value-Based Marketing, Second Edition

Preface.
About the author
PART I
Principles of Value Creation
1. Marketing and Shareholder Value
Introduction and objectives
Managing in the twenty-first century
Measuring success: shareholder value
Marketing's lost influence
Marketing's new opportunity
The shareholder value principle
Challenges to shareholder value
Accounting-based performance measures
The changing role of marketing
Summary
2. The Shareholder Value Approach
Introduction and objectives
Principles of valuation
Shareholder value
Economic value added
Financial value drivers
Marketing value drivers
Organisational value drivers
Marketing applications of shareholder value
Limitations of shareholder value analysis
Summary
3. The Marketing Value Driver
Introduction and objectives
A new definition of marketing
Creating customer value
Building the differential advantage
Building relationships with customers
Implementing relationship marketing
Organisational requirements
The customer-focused organization
Summary
4. The Growth Imperative
Introduction and objectives
Marketing, growth and shareholder value
Pathways to growth
Developing a growth strategy
Summary
PART II
Developing High-Value Strategies
5. Strategic Position Assessment
Introduction and objectives
An overview
Assessing the current position
Explaining the current position
Projecting the future of the business
Implications of the strategic position assessment
The value-based plan
Strategic objectives
Summary
6. Value-Based Marketing Strategy
Introduction and objectives
Why strategic marketing plans?
Corporate level planning
Business unit planning
The planning process
Summary
PART III
Implementing High-Value Strategies
7. Building Brands
Introduction and objectives
The role of intangible assets
The role of the brand
Brands and shareholder value
How to build brands
Issues in branding
Organising the brand portfolio
Valuing the brand
Summary
8. Pricing for Value
Introduction and objectives
Price and shareholder value
Pricing principles
Setting the price
Adapting prices to customers and products
Changing the price
Price management
Summary.
9. Value-Based Communications
Introduction and objectives
Communications and shareholder value
Communications and customers
Developing a communications strategy
Allocating across communications channels
Valuing communications strategies
Summary
10. Value-Based Marketing in the Digital Age
Introduction and objectives
The growth and development of the Internet
Drivers of change in the new economy
Creating value through the web.
Implications for marketing strategy
Building the brand on the Internet
Future perspectives
Summary

Glossary
The Advisory Board
Index