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Inhaltsangabe
At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.
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Über die Autorin bzw. den Autor
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
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At the top of a company, sales do not matter, profits are not the main focus, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. This important new book demonstrates how the process of marketing due diligence is the rigorous and practical way to:
* Identify the shortcomings of traditional marketing metrics
* Diagnose the parts of your strategy which create excessive risk and so destroy shareholder value
* Correct the flaws in your strategy, improve shareholder value creation and justify a higher share price.
Marketing Due Diligence is a new process that has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.|At the top of a company, sales do not matter, profits are not the main focus, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. This important new book demonstrates how the process of marketing due diligence is the rigorous and practical way to:
* Identify the shortcomings of traditional marketing metrics
* Diagnose the parts of your strategy which create excessive risk and so destroy shareholder value
* Correct the flaws in your strategy, improve shareholder value creation and justify a higher share price.
Marketing Due Diligence is a new process that has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.
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Marketing Due Diligence: Reconnecting Strategy to Share Price
Verlag:
Amsterdam ; Tokyo : Butterworth-Heinemann (Elsevier), 2006
ISBN 10: 0750667273
ISBN 13: 9780750667272
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Softcover. 238 p. Unread book. Good condition. Book shows slight signs of storage. Otherwise good copy. 9780750667272 Sprache: Englisch Gewicht in Gramm: 481. Artikel-Nr. 223526
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Marketing Due Diligence: Reconnecting Strategy to Share Price
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Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780750667272. Artikel-Nr. 9249014
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Marketing Due Diligence: Reconnecting Strategy to Share Price
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Paperback. Zustand: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR005121965
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Marketing Due Diligence : Reconnecting Strategy to Share Price
Verlag:
Elsevier Science & Technology, 2005
ISBN 10: 0750667273
ISBN 13: 9780750667272
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Softcover
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Anbieter: Better World Books, Mishawaka, IN, USA
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Zustand: Very Good. 1st Edition. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Artikel-Nr. GRP87748795
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