| Document Type
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BL
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| Record Number
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1019758
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| Doc. No
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b774128
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| Main Entry
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McDonald, Malcolm.
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| Title & Author
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Marketing due diligence : : reconnecting strategy to share price /\ Malcolm McDonald, Brian Smith, Keith Ward.
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| Publication Statement
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Amsterdam ;Boston :: Elsevier Butterworth-Heinemann,, 2006.
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| Page. NO
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1 online resource (xiv, 401 pages) :: illustrations
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| ISBN
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0080459420
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: 0080469566
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: 0750683422
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: 1282665855
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: 6610752125
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: 6612665858
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: 9780080459424
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: 9780080469560
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: 9780750683425
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: 9781282665859
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: 9786610752126
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: 9786612665851
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0750667273
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Part 1. What is marketing due diligence? -- Chapter 1. Why chief executive officers must demand a revolutionary new approach from their chief marketing officers -- ch. 2. A process of marketing due diligence -- ch. 3. The implications of implementing marketing due diligence ; Part 2. The marketing due diligence diagnostic process : ch. 4. Assessing market risk -- ch. 5. Assessing share risk -- ch. 6. Assessing profit risk ; Part 3. The marketing due diligence therapeutic process : ch. 7. The key role of market definition and segmentation -- Ch. 8. Creating strategies that create shareholder value -- ch. 9. Managing high-risk marketing strategies -- ch. 10. Fast track.
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| Abstract
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The 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.
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| Subject
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Corporations-- Investor relations.
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Corporations-- Valuation.
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Economic value added.
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Risk assessment.
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Stocks-- Marketing.
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Stocks-- Prices.
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BUSINESS ECONOMICS-- Industrial Management.
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BUSINESS ECONOMICS-- Management Science.
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BUSINESS ECONOMICS-- Management.
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BUSINESS ECONOMICS-- Organizational Behavior.
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| Subject
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Corporations-- Investor relations.
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| Subject
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Corporations-- Valuation.
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| Subject
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Economic value added.
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| Subject
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Risk assessment.
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| Subject
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Stocks-- Marketing.
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| Subject
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Stocks-- Prices.
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| Dewey Classification
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658.8/02
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| LC Classification
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HG4028.V3M375 2006eb
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| Added Entry
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Smith, Brian D., (Brian David),1961-
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Ward, Keith,1949-
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