TY  - BOOK
AU  - McDonald,Malcolm
AU  - Smith,Brian D.
AU  - Ward,Keith
TI  - Marketing and finance: creating shareholder value 
SN  - 9781118748664
AV  - HG4028.V3 
U1  - 658.8/02 23
PY  - 2013///
CY  - Hoboken
PB  - Wiley
KW  - Corporations
KW  - Valuation
KW  - Investor relations
KW  - Stocks
KW  - Marketing
KW  - Prices
KW  - Economic value added
KW  - Risk assessment
KW  - Risk Assessment
KW  - Soci�et�es
KW  - �Evaluation
KW  - Actions (Titres de soci�et�e)
KW  - Prix
KW  - Valeur �economique ajout�ee
KW  - �Evaluation du risque
KW  - risk assessment
KW  - aat
KW  - BUSINESS & ECONOMICS
KW  - Industrial Management
KW  - bisacsh
KW  - Management
KW  - Management Science
KW  - Organizational Behavior
KW  - fast
N1  - 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
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781118748664
ER  -