Marketing and finance : creating shareholder value /
McDonald, Malcolm.
Marketing and finance : creating shareholder value / Malcolm McDonald, Brian D. Smith, Keith Ward. - 2nd edition revision of the author's Marketing due diligence. - 1 online resource
Includes bibliographical references and index.
Foreword for second edition -- Foreword from first edition / by Sir Michael Perry, GBE -- List of figure -- List of tables -- What is marketing due diligence? -- Chapter title to be added when title of book is decided[sh1] -- A process of marketing due diligence -- The implications of implementing marketing due diligence -- The marketing due diligence diagnostic process -- Assessing market risk -- Afterword: what to do now -- References and further reading.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
9781118748664 1118748662 9781118748763 111874876X
CL0500000397 Safari Books Online
2013019411
Corporations--Valuation.
Corporations--Investor relations.
Stocks--Marketing.
Stocks--Prices.
Economic value added.
Risk assessment.
Risk Assessment
Soci�et�es--�Evaluation.
Actions (Titres de soci�et�e)--Prix.
Valeur �economique ajout�ee.
�Evaluation 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
HG4028.V3
658.8/02
Marketing and finance : creating shareholder value / Malcolm McDonald, Brian D. Smith, Keith Ward. - 2nd edition revision of the author's Marketing due diligence. - 1 online resource
Includes bibliographical references and index.
Foreword for second edition -- Foreword from first edition / by Sir Michael Perry, GBE -- List of figure -- List of tables -- What is marketing due diligence? -- Chapter title to be added when title of book is decided[sh1] -- A process of marketing due diligence -- The implications of implementing marketing due diligence -- The marketing due diligence diagnostic process -- Assessing market risk -- Afterword: what to do now -- References and further reading.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
9781118748664 1118748662 9781118748763 111874876X
CL0500000397 Safari Books Online
2013019411
Corporations--Valuation.
Corporations--Investor relations.
Stocks--Marketing.
Stocks--Prices.
Economic value added.
Risk assessment.
Risk Assessment
Soci�et�es--�Evaluation.
Actions (Titres de soci�et�e)--Prix.
Valeur �economique ajout�ee.
�Evaluation 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
HG4028.V3
658.8/02