To achieve Shareholder value, a company must be perceived to operate in a visible market, and pursue a strategy that promises sustainable competitive advantage. Under such conditions, identifying marketing opportunities and positioning becomes paramount and it is the skilled marketer who is best placed to do this. This cutting-edge book recognises the interdependence of marketing, shareholder value and strategy and offers a clear and practical understanding of how it can be achieved. The author reveals the key change in the role of marketing within a company's structure and in doing so re-writes the job description of the marketing manager of tomorrow. This Tenth Edition is specifically designed to help you fill those roles.
Explanations assist in the approach, set-up, and completion of problems.
Tips alert you to common pitfalls and misconceptions.