Author: Doyle P.

Source: Journal of Strategic Marketing, Volume 8, Number 4, 1 December 2000 , pp. 299-311(13)

Publisher: Routledge, part of the Taylor & Francis Group

Abstract:

Marketing has not had the impact on the boardroom that its importance justifies. A major reason is that today's top management are focused on shareholder value. Surprisingly, marketing has never sought to align itself to this goal, even though effective marketing is the central determinant of returns to investors. This paper explores how marketing creates value and shows how shareholder value analysis can be used as a powerful technique for developing and justifying marketing strategies.

Keywords: MARKETING; VALUE; STRATEGY; SHAREHOLDER; VALUE; ANALYSIS

Language: English

Document Type: Research article

Publication date: 2000-12-01

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