Book description
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 increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Table of contents
- Cover Page
- Title Page
- Copyright
- Dedication
- Contents
- Foreword
- Foreword from the First Edition
- A note for busy people: How to get the best out of this book
- List of figures
- List of tables
-
Part 1: What is Marketing Due Diligence?
- Chapter 1: The Lessons of Experience
- Chapter 2: A process of Marketing Due Diligence
-
Chapter 3: The implications of implementing Marketing Due Diligence
- The linkage to shareholder value
- The risk and return relationship
- A focus on absolute returns rather than risk
- Using probability estimates to adjust for risk
- Alignment with capital markets
- Turning Marketing Due Diligence into a financial value
- Highlighting deficiencies and key risks
- Implications for users
- Part 2: The Marketing Due Diligence Diagnostic Process
-
Part 3: The Marketing Due Diligence Therapeutic Process
- Chapter 7: The key role of market definition and segmentation
- Chapter 8: Creating strategies that create shareholder value
- Chapter 9: Managing high-risk marketing strategies
-
Chapter 10: Fast track: A summary and reminder of the marketing and finance interface
- The lessons of experience
- A process of Marketing Due Diligence
- The implications of implementing Marketing Due Diligence
- Assessing market risk
- Assessing share risk
- Assessing profit risk
- The key role of market definition and segmentation
- Creating strategies that create shareholder value
- Managing high-risk marketing strategies
- Afterword: What to do now
- References and further reading
- Index
Product information
- Title: Marketing and Finance: Creating Shareholder Value
- Author(s):
- Release date: September 2013
- Publisher(s): Wiley
- ISBN: 9781119953388
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