Marketing and finance : creating shareholder value
Smith, Brian David, McDonald, Malcolm, Ward, Keith
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.�
Abstract: 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.�
Abstract: 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.�
年:
2013
出版:
2
出版社:
Wiley
语言:
english
页:
280
ISBN 10:
1118748891
ISBN 13:
9781119953388
文件:
PDF, 12.68 MB
IPFS:
,
english, 2013
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