Marketing and Finance: Creating Shareholder Value, 2nd Edition

  • Published By:
  • ISBN-10: 111874876X
  • ISBN-13: 9781118748763
  • DDC: 658.802
  • Grade Level Range: College Freshman - College Senior
  • 50 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013

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This book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business What CEOs and the board need is a way of measuring the risk associated with a marketing strategy and hence its likely shareholder value creation.  This is the aim of Marketing Due Diligence. The book provides the tools for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Foreword from the First Edition.
A Note for Busy People: How to Get the Best out of This Book.
List of Figures.
List of Tables.
1: What Is Marketing Due Diligence?.
2: The Lessons of Experience.
3: A Process of Marketing Due Diligence.
4: The Implications of Implementing Marketing Due Diligence.
5: The Marketing Due Diligence Diagnostic Process.
6: Assessing Market Risk.
7: Assessing Share Risk.
8: Assessing Profit Risk.
9: The Marketing Due Diligence Therapeutic Process.
10: The Key Role of Market Definition and Segmentation.
11: Creating Strategies That Create Shareholder Value.
12: Managing High-Risk Marketing Strategies.
13: Fast Track: A Summary and Reminder of the Marketing and Finance Interface.
Afterword: What to Do Now.
References and Further Reading.