Customer Reviews

The book that sends Marketing back to the boardroom. - By: kevin.relihan@cw.com, 23 Mar 2001
For many people employedin the marketing field the daily constant is proving that marketing is adding value to the organization. Doyle tackles marketings primary incompetence: the inability to show this 'value add'in financial terms. He argues convincingly that there is a high correlation between shareholder value & marketing input. At the end of this book Marketing people should succeedin securing higher budgets for targetted campaigns & organizations can expect to see improving shareholder returns over time. This book certainly comes under the 'must read' category.