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Record Nr. |
UNINA9910777012203321 |
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Autore |
McDonald Malcolm |
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Titolo |
Marketing due diligence [[electronic resource] ] : reconnecting strategy to share price / / Malcolm McDonald, Brian Smith, Keith Ward |
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Pubbl/distr/stampa |
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Amsterdam ; ; Boston, : Elsevier Butterworth-Heinemann, 2006 |
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ISBN |
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9786610752126 |
0-08-046956-6 |
9786612665851 |
0-08-045942-0 |
1-282-66585-5 |
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Descrizione fisica |
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1 online resource (257 p.) |
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Altri autori (Persone) |
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SmithBrian D <1961-> (Brian David) |
WardKeith <1949-> |
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Disciplina |
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Soggetti |
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Corporations - Valuation |
Corporations - Investor relations |
Stocks - Marketing |
Stocks - Prices |
Economic value added |
Risk assessment |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Sommario/riassunto |
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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 |
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