Marketing Due Diligence: Reconnecting Strategy to Share Price

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9780750683425: Marketing Due Diligence: Reconnecting Strategy to Share Price

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

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

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.

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Malcolm McDonald, Keith Ward, Brian Smith
Editore: ELSEVIER SCIENCE TECHNOLOGY, United Kingdom (2007)
ISBN 10: 0750683422 ISBN 13: 9780750683425
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Descrizione libro ELSEVIER SCIENCE TECHNOLOGY, United Kingdom, 2007. Paperback. Condizione libro: New. Language: English . Brand New Book. 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 businessSurely, 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?. Codice libro della libreria AA59780750683425

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Malcolm McDonald
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ISBN 10: 0750683422 ISBN 13: 9780750683425
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Descrizione libro Butterworth-Heinemann 2007-03-14, 2007. Paperback. Condizione libro: New. Codice libro della libreria NU-ELS-00011615

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Malcolm McDonald, Keith Ward, Brian Smith
Editore: ELSEVIER SCIENCE TECHNOLOGY, United Kingdom (2007)
ISBN 10: 0750683422 ISBN 13: 9780750683425
Nuovi Paperback Quantità: 1
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Descrizione libro ELSEVIER SCIENCE TECHNOLOGY, United Kingdom, 2007. Paperback. Condizione libro: New. Language: English . Brand New Book. 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 businessSurely, 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?. Codice libro della libreria AA59780750683425

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Descrizione libro Butterworth-Heinemann, 2007. Paperback. Condizione libro: Brand New. 1st edition. 238 pages. 9.50x7.50x0.50 inches. In Stock. Codice libro della libreria __0750683422

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Descrizione libro Butterworth-Heinemann, 2007. Paperback. Condizione libro: New. book. Codice libro della libreria M0750683422

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Descrizione libro Butterworth-Heinemann, 2007. Paperback. Condizione libro: New. 1. Codice libro della libreria DADAX0750683422

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Descrizione libro Butterworth-Heinemann. Condizione libro: Brand New. Ships from USA. FREE domestic shipping. Codice libro della libreria 0750683422

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Descrizione libro Butterworth-Heinemann, 2007. Paperback. Condizione libro: New. Never used!. Codice libro della libreria P110750683422

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Descrizione libro 2007. Paperback. Condizione libro: New. 1st. Paperback. 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 persp.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 238 pages. 0.508. Codice libro della libreria 9780750683425

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