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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 |
MARC
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| 100 | 1 | |a McDonald, Malcolm. | |
| 245 | 1 | 0 | |a Marketing due diligence : |b reconnecting strategy to share price / |c Malcolm McDonald, Brian Smith, Keith Ward. |
| 260 | |a Amsterdam ; |a Boston : |b Elsevier Butterworth-Heinemann, |c 2006. | ||
| 300 | |a 1 online resource (xiv, 401 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a data file |2 rda | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Part 1. What is marketing due diligence? -- Chapter 1. Why chief executive officers must demand a revolutionary new approach from their chief marketing officers -- ch. 2. A process of marketing due diligence -- ch. 3. The implications of implementing marketing due diligence ; Part 2. The marketing due diligence diagnostic process : ch. 4. Assessing market risk -- ch. 5. Assessing share risk -- ch. 6. Assessing profit risk ; Part 3. The marketing due diligence therapeutic process : ch. 7. The key role of market definition and segmentation -- Ch. 8. Creating strategies that create shareholder value -- ch. 9. Managing high-risk marketing strategies -- ch. 10. Fast track. | |
| 520 | |a 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. | ||
| 546 | |a English. | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Corporations |x Valuation. | |
| 650 | 0 | |a Corporations |x Investor relations. | |
| 650 | 0 | |a Stocks |x Marketing. | |
| 650 | 0 | |a Stocks |x Prices. | |
| 650 | 0 | |a Economic value added. | |
| 650 | 0 | |a Risk assessment. | |
| 650 | 6 | |a Sociétés |x Évaluation. | |
| 650 | 6 | |a Actions (Titres de société) |x Prix. | |
| 650 | 6 | |a Valeur économique ajoutée. | |
| 650 | 6 | |a Évaluation du risque. | |
| 650 | 7 | |a risk assessment. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Corporations |x Investor relations |2 fast | |
| 650 | 7 | |a Corporations |x Valuation |2 fast | |
| 650 | 7 | |a Economic value added |2 fast | |
| 650 | 7 | |a Risk assessment |2 fast | |
| 650 | 7 | |a Stocks |x Marketing |2 fast | |
| 650 | 7 | |a Stocks |x Prices |2 fast | |
| 700 | 1 | |a Smith, Brian D. |q (Brian David), |d 1961- | |
| 700 | 1 | |a Ward, Keith, |d 1949- | |
| 776 | 0 | |z 0750667273 | |
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