Marketing and Finance

Creating Shareholder Value

Business & Finance, Marketing & Sales
Cover of the book Marketing and Finance by Malcolm McDonald, Keith Ward, Brian D. Smith, Wiley
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Author: Malcolm McDonald, Keith Ward, Brian D. Smith ISBN: 9781118748763
Publisher: Wiley Publication: August 13, 2013
Imprint: Wiley Language: English
Author: Malcolm McDonald, Keith Ward, Brian D. Smith
ISBN: 9781118748763
Publisher: Wiley
Publication: August 13, 2013
Imprint: Wiley
Language: English

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.

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