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(Ebook) Marketing and finance : creating shareholder value by Smith, Brian David; McDonald, Malcolm; Ward, Keith ISBN 9781118748664, 9781118748763, 9781118748893, 9781119953388, 1118748662, 111874876X, 1119953383, 1118748891

  • SKU: EBN-5310738
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Instant download (eBook) Marketing and finance : creating shareholder value after payment.
Authors:Smith, Brian David; McDonald, Malcolm; Ward, Keith
Pages:280 pages.
Year:2013
Editon:2
Publisher:Wiley
Language:english
File Size:12.68 MB
Format:pdf
ISBNS:9781118748664, 9781118748763, 9781118748893, 9781119953388, 1118748662, 111874876X, 1119953383, 1118748891
Categories: Ebooks

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(Ebook) Marketing and finance : creating shareholder value by Smith, Brian David; McDonald, Malcolm; Ward, Keith ISBN 9781118748664, 9781118748763, 9781118748893, 9781119953388, 1118748662, 111874876X, 1119953383, 1118748891

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.�
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