Marketing and finance : creating shareholder value /

• Κύριος συγγραφέας: McDonald, Malcolm
• Άλλοι συγγραφείς: Smith, Brian D. (Brian David), 1961-, Ward, Keith, 1949-
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Hoboken : Wiley, 2013.
• Έκδοση: 2nd edition
• Θέματα: Corporations > Valuation.; Corporations > Investor relations.; Stocks > Marketing.; Stocks > Prices.; Economic value added.; Risk assessment.; Finance > Handbooks, manuals, etc.; Marketing > Handbooks, manuals, etc.; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books.
• Φυσική περιγραφή: 1 online resource.
• Βιβλιογραφία: Includes bibliographical references and index.
• ISBN: 9781118748664; 1118748662; 9781118748763; 111874876X
• DOI: 10.1002/9781118748664

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.