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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.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.