LEADER 02892nam 22005775 450 001 9910337797403321 005 20230810164440.0 010 $a9783030155650 010 $a303015565X 024 7 $a10.1007/978-3-030-15565-0 035 $a(CKB)4100000008103781 035 $a(MiAaPQ)EBC5771106 035 $a(DE-He213)978-3-030-15565-0 035 $a(PPN)236525042 035 $a(Perlego)3493759 035 $a(EXLCZ)994100000008103781 100 $a20190503d2019 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aFinancial Dimensions of Marketing Decisions /$fby David W. Stewart 205 $a1st ed. 2019. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2019. 215 $a1 online resource (257 pages) 225 1 $aPalgrave Studies in Marketing, Organizations and Society,$x2661-8621 311 08$a9783030155643 311 08$a3030155641 327 $a1. Introduction -- 2. The Financial Imperative of Marketing -- 3. Business Models: How Firms Make Money -- 4. Estimating Cash Flows -- 5. Intermediate Marketing Outcome Measures and Metrics -- 6. Linking Marketing Outcomes to Financial Performance -- 7. Creating and Measuring Brand Value -- 8. Customer Life Time Value: The Significance of Repeat Business -- 9. Anticipating the Future: Managing Risk and Real Options -- 10. Managing Portfolios of Products -- 11. Marketing Strategy and Financial Performance -- 12. Measurement Beyond the Firm. 330 $aThis book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects. 410 0$aPalgrave Studies in Marketing, Organizations and Society,$x2661-8621 606 $aMarketing 606 $aIndustrial organization 606 $aBusiness enterprises$xFinance 606 $aMarketing 606 $aOrganization 606 $aCorporate Finance 615 0$aMarketing. 615 0$aIndustrial organization. 615 0$aBusiness enterprises$xFinance. 615 14$aMarketing. 615 24$aOrganization. 615 24$aCorporate Finance. 676 $a658.8 676 $a658.802 700 $aStewart$b David W$4aut$4http://id.loc.gov/vocabulary/relators/aut$0127571 906 $aBOOK 912 $a9910337797403321 996 $aFinancial Dimensions of Marketing Decisions$92177719 997 $aUNINA LEADER 01869nam0 22003491i 450 001 UON00283470 005 20231205103847.812 100 $a20061108d1963 |0itac50 ba 101 $ager 102 $aDE 105 $a||||e ||||| 200 1 $aDeutsches Sprichwörter-Lexicon$eein Hausschatz für das deutsche Volk$fKarl Friedrich Wilhelm Wander 205 $aAalen : Scientia$b1963 210 $a5 v.$a28 cm 215 $aEd. orig.: Leipzig, 1867-1880. 606 $aDizionari$3UONC025592$2FI 606 $aDizionari tedeschi$3UONC035392$2FI 606 $aLingua tedesca$xDizionari, glossari, etc.$3UONC006105$2FI 606 $aPROVERBI TEDESCHI$xDizionari$3UONC060722$2FI 620 $dAalen$3UONL000520 676 $a433$cDizionari del tedesco standard$v21 700 1$aWANDER$bKarl Friedrich Wilhelm$3UONV163884$0692967 712 $aScientia$3UONV247145$4650 801 $aIT$bSOL$c20251003$gRICA 912 $aUON00283470 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C VI DIZ 073 a $eSI ST 1446 7 073 a 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C VI DIZ 073 b $eSI ST 1446/1 7 073 b 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C VI DIZ 073 c $eSI ST 1446/2 7 073 c 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C VI DIZ 073 d $eSI ST 1446/3 7 073 d 950 $aSIBA - SISTEMA BIBLIOTECARIO DI ATENEO$dSI S.C VI DIZ 073 e $eSI ST 1446/4 7 073 e 996 $aDeutsches Sprichwörter-Lexicon$91244627 997 $aUNIOR