Marketing Due Diligence

Reconnecting Strategy to Share Price
Erscheinungsjahr 2007
ISBN: 978-0-7506-8342-5
Verlag: Elsevier Science & Technology

Buch, Englisch, 256 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 470 g

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability.

Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-

. Does the promised market exist?
. Will the strategy deliver the market share promised?
. Will the market share create shareholder value?

This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business

Surely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added?

Zielgruppe

Marketing Directors and Snr Marketing Executives
Finance Directors and Snr Finance Executives
MBA Marketing and Financial Strategy courses
Members of CIM SIGS in finance /CIM members

Autoren/Hrsg.

McDonald, Malcolm

Ward, Keith

Smith, Brian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Über Autor(innen)

McDonald, Malcolm
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.