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.

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...

Πίνακας περιεχομένων:

• 1. Introduction
• 2. The Financial Imperative of Marketing
• 3. Business Models: How Firms Make Money
• 4. Estimating Cash Flows
• 5. Intermediate Marketing Outcome Measures and Metrics
• 6. Linking Marketing Outcomes to Financial Performance
• 7. Creating and Measuring Brand Value
• 8. Customer Life Time Value: The Significance of Repeat Business
• 9. Anticipating the Future: Managing Risk and Real Options
• 10. Managing Portfolios of Products
• 11. Marketing Strategy and Financial Performance
• 12. Measurement Beyond the Firm.