Marketing Due Diligence: Reconnecting Strategy to Share Price - Softcover

McDonald, Malcolm; Ward, Keith; Smith, Brian

Softcover

ISBN 10: 0750683422 ISBN 13: 9780750683425

Publisher: Butterworth-Heinemann, 2007

Synopsis

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?

* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing shareholder value
* Systematic and practical approach useful for both practitioners and students
* New paperback edition

About this title

Book Description

A practical empirically grounded book giving CEOs, Marketing, and Finance directors a way of demonstrating the shareholder value of their business and marketing plans

From the Back Cover

At the top of a company, sales do not matter, profits are not the main focus, 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'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's raison d'etre. The board needs a way of holding these marketers to account. This important new book demonstrates how the process of marketing due diligence is the rigorous and practical way to:
* Identify the shortcomings of traditional marketing metrics
* Diagnose the parts of your strategy which create excessive risk and so destroy shareholder value
* Correct the flaws in your strategy, improve shareholder value creation and justify a higher share price.
Marketing Due Diligence is a new process that has emerged from years of research at Cranfield, one of Europe'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.

Edition details

• Publisher: Butterworth-Heinemann
• Publication date: 2007
• ISBN 10: 0750683422
• ISBN 13: 9780750683425
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 256