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100   $a20060126d2006      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aMarketing due diligence$b[electronic resource] $ereconnecting strategy to share price /$fMalcolm McDonald, Brian Smith, Keith Ward
210   $aAmsterdam ;$aBoston $cElsevier Butterworth-Heinemann$d2006
215   $a1 online resource (257 p.)
300   $aDescription based upon print version of record.
311   $a0-7506-6727-3 
311   $a0-7506-8342-2 
320   $aIncludes bibliographical references and index.
327   $aFront Cover
330   $aThe 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
606   $aCorporations$xValuation
606   $aCorporations$xInvestor relations
606   $aStocks$xMarketing
606   $aStocks$xPrices
606   $aEconomic value added
606   $aRisk assessment
615  0$aCorporations$xValuation.
615  0$aCorporations$xInvestor relations.
615  0$aStocks$xMarketing.
615  0$aStocks$xPrices.
615  0$aEconomic value added.
615  0$aRisk assessment.
676   $a658.8/02
700   $aMcDonald$b Malcolm$0117340
701   $aSmith$b Brian D$g(Brian David),$f1961-$0282302
701   $aWard$b Keith$f1949-$0107556
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910777012203321
996   $aMarketing due diligence$93821809
997   $aUNINA