Marketing and Finance: Creating Shareholder Value - Softcover

McDonald, Malcolm; Smith, Brian D.; Ward, Keith

Softcover

ISBN 10: 1119953383 ISBN 13: 9781119953388

Verlag: John Wiley & Sons Inc, 2013

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Reseña del editor:

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.

Contraportada:

The truest sign that an executive has reached, or is on a trajectory towards a senior position is when they start to look outside of their own functional silo and consider business issues that normally lie within the remit of other departments. Nowhere is this more true than at the marketing/finance interface. At this mission-critical boundary, senior marketers must understand the implications of their strategies not just for sales or profit, but on risk adjusted rate of return. Similarly, senior finance executive can no longer manage the numbers; they must make critical assessments of commercial goals and understand how alternative marketing strategies may create or destroy shareholder value.

The Marketing and Finance Solution is the first book of its kind to address this interface, not from a marketing or finance angle, but from a combined perspective that incorporates leading knowledge in both disciplines. Written by three leading academics with decades of experience working across this functional boundary in major multinationals, The Marketing and Finance Solution is a unique and essential addition to the library of senior marketing and finance professionals.

This updated, revised, 2nd edition of the critically acclaimed Marketing Due Diligence includes a re-written first chapter that compares effective and ineffective business plans to identify the fundamentals of commercially successful strategies. Filled with examples from both business-to-business as well as consumer markets from a wide range of sectors, this new edition includes a thorough update of those examples for the modern, post-financial crash world.

Über diese Auflage

• Verlag: John Wiley & Sons Inc
• Erscheinungsdatum: 2013
• ISBN 10: 1119953383
• ISBN 13: 9781119953388
• Einband: Tapa blanda
• Auflage: 2
• Anzahl der Seiten: 288