02969nam 2200793Ia 450 991082326920332120240410113035.097866107521260-08-046956-697866126658510-08-045942-01-282-66585-5(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 reconnecting strategy to share price /Malcolm McDonald, Brian Smith, Keith Ward1st ed.Amsterdam ;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.658.8/02658.152McDonald Malcolm117340Smith Brian D(Brian David),1961-282302Ward Keith1949-107556MiAaPQMiAaPQMiAaPQBOOK9910823269203321Marketing due diligence4061412UNINA