Marketing and finance : creating shareholder value /
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 incre...
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| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken :
Wiley,
2013.
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| Edition: | 2nd edition |
| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
| Summary: | 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 <i>Second Edition</i> 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. |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781118748664 1118748662 9781118748763 111874876X |
| DOI: | 10.1002/9781118748664 |
