Marketing due diligence : reconnecting strategy to share price /

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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....

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McDonald, Malcolm
Otros Autores: Smith, Brian D. (Brian David), 1961-, Ward, Keith, 1949-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2006.
Temas:
Corporations > Valuation.
Corporations > Investor relations.
Stocks > Marketing.
Stocks > Prices.
Economic value added.
Risk assessment.
Sociétés > Évaluation.
Actions (Titres de société) > Prix.
Valeur économique ajoutée.
Évaluation du risque.
risk assessment.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Corporations > Investor relations
Corporations > Valuation
Economic value added
Risk assessment
Stocks > Marketing
Stocks > Prices
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