Marketing Due Diligence: Reconnecting Strategy to Share Price
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Book Overview
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?
- 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?
Format:Paperback
Language:English
ISBN:0750683422
ISBN13:9780750683425
Release Date:March 2007
Publisher:Butterworth-Heinemann
Length:256 Pages
Weight:1.10 lbs.
Dimensions:0.5" x 7.6" x 9.7"
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