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Marketing Due Diligence: Reconnecting Strategy to Share Price
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Bibliographic Detail
Publisher Butterworth-Heinemann
Publication date November 28, 2005
Pages 238
Binding Paperback
Book category Adult Non-Fiction
ISBN-13 9780750667272
ISBN-10 0750667273
Dimensions 0.25 by 7.25 by 9.25 in.
Weight 1.10 lbs.
Availability§ Out of Print
Published in Great Britain
Original list price $54.95
§As reported by publisher
Summaries and Reviews description: Product Description: 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.

* Top level Cranfield based author team utilising latest Cranfield in-company research
* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value
* Systematic and practical approach so that it can be used by both practitioners and students

Book cover for 9780750667272
The price comparison is for this edition
from Butterworth-Heinemann (November 28, 2005)
9780750667272 | details & prices | 238 pages | 7.25 × 9.25 × 0.25 in. | 1.10 lbs | List price $54.95
About: At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern.
With Malcolm McDonald | from Butterworth-Heinemann (November 1, 2005)
9780080459424 | details & prices | 238 pages | List price $45.95

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