Peter Doyle

TL;DR: In this article, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer, which consists of four components: product performance, distribution (ordering and delivery) performance, support services performance, and company performance.

TL;DR: In this article, the authors define a new definition of marketing, and propose a value-based marketing strategy for the twenty-first century, based on the principle of value creation.

TL;DR: In this paper, the authors explore how marketing creates value and show how shareholder value analysis can be used as a powerful technique for developing and justifying marketing strategies, even though effective marketing is the central determinant of returns to investors.

TL;DR: The authors discusses the factors involved in the creation of successful brands and how brands work and concludes that there are four levers for developing successful brands: quality, service, innovation, and differentiation, and that the danger of including brands in balance sheets is that it leads to weaker rather than stronger strategies.

TL;DR: In this article, the relevance and contribution of marketing to business performance in the new economic environment which makes the marketing positioning strategies of the 1980s look irrelevant is discussed. But the orientation of marketing departments towards line extensions rather than genuine new product development is questioned.