Marketing Due Diligence: Reconnecting Strategy to Share Price - Softcover

McDonald, Malcolm; Ward, Keith; Smith, Brian

 
9780750683425: Marketing Due Diligence: Reconnecting Strategy to Share Price
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

"synopsis" may belong to another edition of this title.

About the Author

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.

"About this title" may belong to another edition of this title.

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

Other Popular Editions of the Same Title

9780750667272: Marketing Due Diligence: Reconnecting Strategy to Share Price

Featured Edition

ISBN 10:  0750667273 ISBN 13:  9780750667272
Publisher: Butterworth-Heinemann, 2005
Softcover