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Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward.
- Format:
- Book
- Author/Creator:
- McDonald, Malcolm.
- Language:
- English
- Subjects (All):
- Corporations--Valuation.
- Corporations.
- Corporations--Investor relations.
- Stocks--Marketing.
- Stocks.
- Stocks--Prices.
- Economic value added.
- Risk assessment.
- Physical Description:
- 1 online resource (257 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2006.
- Language Note:
- English
- Summary:
- 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 d
- Contents:
- Front Cover
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9786610752126
- 0-08-046956-6
- 9786612665851
- 0-08-045942-0
- 1-282-66585-5
- OCLC:
- 877771686
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