Financial Dimensions of Marketing Decisions

• Κύριος συγγραφέας: Stewart, David W. (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Έκδοση: 1st ed. 2019.
• Σειρά: Palgrave Studies in Marketing, Organizations and Society,
• Θέματα: Marketing.; Organization.; Planning.; Corporations-Finance.; Corporate Finance.
• Φυσική περιγραφή: XVI, 247 p. 31 illus. online resource.
• ISBN: 9783030155650
• ISSN: 2661-8613
• DOI: 10.1007/978-3-030-15565-0

This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.