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Marketing Due Diligence - Reconnecting Strategy to Share Price (Cód: 2890227)

Mcdonald,Malcolm; Smith,Brian; Keith Ward


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Marketing Due Diligence - Reconnecting Strategy to Share Price



At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company'apos;s ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm'apos;s raison d'apos;etre. The board needs a way of holding these marketers to account.

Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe'apos;s leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.

* Top level Cranfield based author team utilising latest Cranfield in-company research
* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value
* Systematic and practical approach so that it can be used by both practitioners and students


Peso 0.00 Kg
Produto sob encomenda Sim
Idioma 337
Acabamento e-book
Territorialidade Internacional
Formato Livro Digital Pdf
Gratuito Não
Proteção Drm Sim
Tamanho do Arquivo 2553
Início da Venda 17/10/2005
Código do Formato Pdf
Cód. Barras 9780080459424
Ano da edição 12009
Ano da Publicação 2005
AutorMcdonald,Malcolm; Smith,Brian; Keith Ward