Financial Dimensions of Marketing Decisions
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 focuse...
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| Format: | Electronic eBook |
| Language: | English |
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Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2019.
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| Edition: | 1st ed. 2019. |
| Series: | Palgrave Studies in Marketing, Organizations and Society,
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| Online Access: | Full Text via HEAL-Link |
| Summary: | 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. |
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| Physical Description: | XVI, 247 p. 31 illus. online resource. |
| ISBN: | 9783030155650 |
| ISSN: | 2661-8613 |
| DOI: | 10.1007/978-3-030-15565-0 |
