عنوان
پدید آورنده
موضوع
رده
HF5415.13
HF5415
.
13
کتابخانه
محل استقرار
303015565X
9783030155650
9783030155643
Financial dimensions of marketing decisions /
[Book]
David W. Stewart.
Cham :
Palgrave Macmillan,
[2019]
©2019
1 online resource (xvi, 247 pages) :
illustrations
Palgrave studies in marketing, organizations and society
Includes bibliographical references and index.
The Financial Imperative of Marketing -- Business Models: How Firms Make Money -- Estimating Cash Flows -- Intermediate Marketing Outcome Measures and Metrics -- Linking Marketing Outcomes to Financial Performance -- Creating and Measuring Brand Value -- Customer Lifetime Value: The Significance of Repeat Business -- Anticipating the Future: Managing Risk and Real Options -- Managing Portfolios of Products -- Marketing Strategy and Financial Performance -- Measurement Beyond the Firm.
0
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.
Springer Nature
com.springer.onix.9783030155650
Business enterprises-- Finance.
Marketing.
BUSINESS & ECONOMICS-- Industrial Management.
BUSINESS & ECONOMICS-- Management Science.
BUSINESS & ECONOMICS-- Management.
BUSINESS & ECONOMICS-- Organizational Behavior.
Business enterprises-- Finance.
Marketing.
BUS-- 041000
BUS-- 042000
BUS-- 082000
BUS-- 085000
658
.
8
23
HF5415
.
13
Stewart, David W.
20200823084552.0
pn
مطالعه متن کتاب [Book]
Y
