Financial Dimensions of Marketing Decisions

by David W Stewart and David W. Stewart

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Book Overview

This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

Format:Hardcover

Language:English

ISBN:3030155641

ISBN13:9783030155643

Release Date:June 2019

Publisher:Palgrave MacMillan

Length:247 Pages

Weight:1.03 lbs.

Dimensions:0.6" x 5.8" x 8.3"

Related Subjects

Business Business & Investing Economics

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Financial Dimensions of Marketing Decisions

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