NLU Meghalaya Library

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Marketing and finance : creating shareholder value / Malcolm McDonald, Brian D. Smith, Keith Ward.

By: Contributor(s): Material type: TextPublisher: Hoboken : Wiley, 2013Edition: 2nd edition revision of the author's Marketing due diligenceDescription: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781118748664
  • 1118748662
  • 9781118748763
  • 111874876X
Uniform titles:
  • Marketing due diligence
Subject(s): Additional physical formats: Print version:: Marketing and finance.DDC classification:
  • 658.8/02 23
LOC classification:
  • HG4028.V3
Online resources:
Contents:
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.
Summary: 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.
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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.

Print version record and CIP data provided by publisher.

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.

John Wiley and Sons Wiley Online Library: Complete oBooks

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