Marketing and finance : creating shareholder value /

• Main Author: McDonald, Malcolm
• Other Authors: Smith, Brian D. (Brian David), 1961-, Ward, Keith, 1949-
• Format: eBook
• Language: English
• Published: Hoboken : Wiley, 2013.
• Edition: 2nd edition
• Subjects: 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.

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...

Table of Contents:

• Foreword for second edition
• Foreword from first edition / by Sir Michael Perry, GBE
• List of figure
• List of tables
• What is marketing due diligence?
• Chapter title to be added when title of book is decided[sh1]
• A process of marketing due diligence
• The implications of implementing marketing due diligence
• The marketing due diligence diagnostic process
• Assessing market risk
• Afterword: what to do now
• References and further reading.