Marketing and Finance: Creating Shareholder Value

Index

3M Post-It notes 82, 92

5 forces model, Porter 203–5

Absolute returns 48–51

Accountability 16–18

Alignment

capital markets 56–7

see also SWOT risk

Altria see Philip Morris cigarettes

Ansoff, Igor 28, 184–5

Ansoff matrix 82, 84–6

courses of action 82, 84

diagram 84

growth 84, 185–6

market risk 183, 184–9, 191

risk implications 85

segment existence risk 88

shaded interpretation 185

strategic plan errors 95

Apple 11–12, 87–8, 114–15, 134, 189

Argentina 217–18

AstraZeneca 116

Audit functions 63

Augmented products 195–6

see also extended products

B&W see Brown & Williamson

Baileys Liqueur 79–80

BAT plc 56

Benefit analysis 177

Beta factors, CAPM 47

Big, hairy, audacious goals (BHAGs) 57–8

Black and Scholes option pricing model 222–3

Blockbuster 9–10

BMW cars 101, 106, 196

BP 133

Brands 61, 80–1, 146

Broad market definition 75–6

Brown & Williamson (B&W) 56–7

Business plans 3–19

experience, lessons of 3–19

failure stories 9–14

fast track 3, 229

financial ‘smoke/mirrors’ 14–16

general patterns 14–18

marketing accountability 16–18

marketing domain map 17

new approach 18

review process 4

shared assets 16

strategy explication 27

success stories 5–9

Business risk

diagnostic process 29–37

implementation process 63

Marketing Due Diligence 127

therapeutic process 39–41

see also market risk; profit risk; share risk

Call options 220, 224

Capital asset pricing model (CAPM) 47

‘Capital at risk’ 60–2

Capital employed 58, 60

Capital markets 56–7

CAPM see capital asset pricing model

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