Marketing Due Diligence Reconnecting Strategy to Share Price (9780750683425) Malcolm McDonald, Keith Ward, Brian Smith

Product Details:

Paperback: 256 pages
Publisher: Butterworth-Heinemann; 1 edition (March 28, 2007)
Language: English
ISBN-10: 0750683422
ISBN-13: 978-0750683425



Product Dimensions:

9.7 x 7.6 x 0.5 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders programming in objective-c 3rd edition pdf download. But few marketing investments are evaluated from this perspective programming in objective-c 3rd edition pdf download. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability programming in objective-c 3rd edition pdf download. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies programming in objective-c 3rd edition pdf download. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-. Does the promised market exist?. Will the strategy deliver the market share promised?. Will the market share create shareholder value?This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern businessSurely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added? * Top level Cranfield based author team utilising latest Cranfield in-company research* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value* Systematic and practical approach so that it can be used by both practitioners and students

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