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...