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Building Value through Marketing,Used
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Building Value through Marketing provides a handson guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders.Working stepbystep through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: 'The Value Mindset,' 'The 12 Building Blocks of Value,' and 'ValueFocused Marketing in Action,' which walk through the process of valuefocused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by reallife case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists and the role that marketing plays within these business practices.This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA levels. Its uniquely applied approach also makes it an excellent guide for marketing practitioners and institutions offering professional qualifications.
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