Cargando…
Marketing due diligence : reconnecting strategy to share price /
The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability....
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Amsterdam ; Boston :
Elsevier Butterworth-Heinemann,
2006.
|
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. 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 d. |
|---|---|
| Descripción Física: | 1 online resource (xiv, 401 pages) : illustrations |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780080459424 0080459420 0750683422 9780750683425 9786610752126 6610752125 0080469566 9780080469560 9786612665851 6612665858 1282665855 9781282665859 |