Marketing Management-A Strategic Value-Based Approach
Author: Bryan A Lukas, Gregory Whitwell, Peter Doyle
Summary
In most of today’s leading companies, the governing objective of management is to maximise long-term returns to shareholders - to build a business that lasts. This book redefines marketing’s role as contributing to this task of creating long-term value for shareholders by adopting what the authors refer to as value-based marketing.
