02948nam 2200769Ia 450 991077701220332120230828212918.097866107521260-08-046956-697866126658510-08-045942-01-282-66585-5(CKB)1000000000415502(EBL)1675149(OCoLC)877771686(SSID)ssj0000362909(PQKBManifestationID)11278296(PQKBTitleCode)TC0000362909(PQKBWorkID)10387221(PQKB)10712884(SSID)ssj0000198055(PQKBManifestationID)12066480(PQKBTitleCode)TC0000198055(PQKBWorkID)10168710(PQKB)11286088(MiAaPQ)EBC270199(MiAaPQ)EBC1675149(Au-PeEL)EBL1675149(EXLCZ)99100000000041550220060126d2006 uy 0engur|n|---|||||txtccrMarketing due diligence[electronic resource] reconnecting strategy to share price /Malcolm McDonald, Brian Smith, Keith WardAmsterdam ;Boston Elsevier Butterworth-Heinemann20061 online resource (257 p.)Description based upon print version of record.0-7506-6727-3 0-7506-8342-2 Includes bibliographical references and index.Front CoverThe 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 dCorporationsValuationCorporationsInvestor relationsStocksMarketingStocksPricesEconomic value addedRisk assessmentCorporationsValuation.CorporationsInvestor relations.StocksMarketing.StocksPrices.Economic value added.Risk assessment.658.8/02McDonald Malcolm117340Smith Brian D(Brian David),1961-282302Ward Keith1949-107556MiAaPQMiAaPQMiAaPQBOOK9910777012203321Marketing due diligence3821809UNINA