International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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VALUE-BASED MARKETING STRATEGY
1 Author(s): DR. ATUL AGARWAL
Vol - 2, Issue- 3 , Page(s) : 30 - 39 (2011 ) DOI : https://doi.org/10.32804/IRJMST
In This article we try to show how to develop a marketing strategy that will create value for shareholders. Creating long-term value is synonymous with achieving long-term competitiveness—the ability of the business to survive and prosper in a highly competitive global market-place. So a strategy that creates value for shareholders should also enhance the security of employees, creditors and the community at large. History has shown that firms cannot endure if they expand regardless of profitability, or if they do not adapt to changing markets.