The full title of this book by David P. Doyle is
Adding Value To Marketing: The Role of Marketing in Today’s Profit Driven Organization
In my review posted on Amazon.co.uk, I gave this book Two Stars.
Here is my review.
More of a book for academics than for practitioners or business owners
I misunderstood what this book was about. I hoped for something linking the concept of perceived customer value to the profitability of a business.
This book is actually a look at a number of issues that concerned the author about the state of marketing as an academic discipline in the late 1990s.
It includes chapters on
1- mergers and acquisitions
2- demographic changes
3- controlling the cost of marketing
4- optimising the relationship between marketing costs and revenue
5- better use of information technology
6-:redefining the marketing role
The last chapter was the most interesting as it looked at the need to move away from the dominance of the 4 P’s (product, price, place and promotion) as the method for thinking about marketing. My marketing MBA module from around this time had moved to looking at understanding, delivering and communicating customer value. I suspect that questions raised in this book have now been answered.
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