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Marketing Due Diligence: Reconnecting Strategy to Share Price - Couverture souple

McDonald, Malcolm

 
9780750683425: Marketing Due Diligence: Reconnecting Strategy to Share Price
Couverture souple
ISBN 10 : 0750683422 ISBN 13 : 9780750683425
Editeur : Butterworth-Heinemann, 2007

Synopsis

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 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 business Surely, 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

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Butterworth-Heinemann
Date d'édition
2007
Langue
anglais
ISBN 10 
0750683422
ISBN 13 
9780750683425
Reliure
Broché
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
LSWR Group
b.criscuolo@lswr.it

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