عنوان
پدید آورنده
موضوع
رده
HG4028.V3 M375 2006eb
HG4028
.
V3
M375
2006eb
کتابخانه
محل استقرار
0080459420
0080469566
0750683422
1282665855
6610752125
6612665858
9780080459424
9780080469560
9780750683425
9781282665859
9786610752126
9786612665851
0750667273
b774128
Marketing due diligence :
[Book]
reconnecting strategy to share price /
Malcolm McDonald, Brian Smith, Keith Ward.
Boston :
Elsevier Butterworth-Heinemann,
2006.
1 online resource (xiv, 401 pages) :
illustrations
Includes bibliographical references and index.
Part 1. What is marketing due diligence? -- Chapter 1. Why chief executive officers must demand a revolutionary new approach from their chief marketing officers -- ch. 2. A process of marketing due diligence -- ch. 3. The implications of implementing marketing due diligence ; Part 2. The marketing due diligence diagnostic process : ch. 4. Assessing market risk -- ch. 5. Assessing share risk -- ch. 6. Assessing profit risk ; Part 3. The marketing due diligence therapeutic process : ch. 7. The key role of market definition and segmentation -- Ch. 8. Creating strategies that create shareholder value -- ch. 9. Managing high-risk marketing strategies -- ch. 10. Fast track.
0
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 d.
0750667273
0750683422
Corporations-- Investor relations.
Corporations-- Valuation.
Economic value added.
Risk assessment.
Stocks-- Marketing.
Stocks-- Prices.
BUSINESS & ECONOMICS-- Industrial Management.
BUSINESS & ECONOMICS-- Management Science.
BUSINESS & ECONOMICS-- Management.
BUSINESS & ECONOMICS-- Organizational Behavior.
Corporations-- Investor relations.
Corporations-- Valuation.
Economic value added.
Risk assessment.
Stocks-- Marketing.
Stocks-- Prices.
BUS-- 041000
BUS-- 042000
BUS-- 082000
BUS-- 085000
658
.
8/02
22
HG4028
.
V3
M375
2006eb
McDonald, Malcolm.
Smith, Brian D., (Brian David),1961-
Ward, Keith,1949-
20201203062905.0
pn
مطالعه متن کتاب [Book]
Y
